Zegna merges art and design with Milan EXPO
Joanne Lam
The link between art and design is obvious – but luxury brands are not always successful when merging the two concepts. At times, we are left with sales-driven, logo-eccentric efforts which become mere promotional tools for the brand.
Ermenegildo Zegna's latest exhibition in collaboration with Lucy and Jorge Orta, which unveiled on May 3, took a wholesome and organic approach to the concept. Combining installations, performing arts, music and food, the brand celebrated the Milan EXPO which was centred on the theme of “Feeding the Planet, Energy for Life”.
STYLE travelled to Milan for the event, which was titled “Fabluae Naturae”, meaning Fable of the Nature. The celebration took place at Zegna’s HQ in Via Savona, Milan.
Artistic food stations made of leeks and asparagus were presented as part of the installations. The displays will be available for public viewing until the end of May.
On scene was Michelin-star chef Davide Oldani, who served his signature risotto at a food station decorated with none other than the ingredient of his trade: risotto rice.
More than 700 guests turned out for the soirée, including Zegna family members Anna, Gildo and Paolo as well as architect Mario Bellini, actor Alessio Boni and novelist Carlo Mazzoni.
Watch out for our interview with ZegnArt chairwoman Anna and more on the event in our June issue.