Danish actor Mads Mikkelsen is all about ZEGNA. The critically-acclaimed star rose to fame on Danish television before starring in silver screen pictures, including Fantastic Beasts: The Secrets of Dumbledore, Indiana Jones and the Dial of Destiny, and Doctor Strange. Now, Mikkelsen is stepping away from the camera to join ZEGNA for the grand opening of “VILLA ZEGNA” in Shanghai.
On May 23rd, 2024, the ZEGNA brand launched this new initiative called VILLA ZEGNA. Inspired by founder Ermenegildo Zegna’s home at Oasi Zegna, the event offered guests the opportunity to immerse themselves in a multi-sensory exploration of the ZEGNA world. VILLA ZEGNA reflects the brand’s new approach to connecting with customers through emotional experiences.
As the global brand ambassador, Mikkelsen tours “VILLA ZEGNA” in the inaugural campaign, taking his bold attitude across the pond. This unique experience, inspired by Ermenegildo Zegna‘s 100-kilometer Italian home, provides a window into the brand’s elevated ethos. ZEGNA’s oasis lands in China for its official launch, transforming a three-story venue into the brand’s linen-filled Spring/Summer 2024 runway set.
The week-long initiative offered access to the vision of ZEGNA, known for planting more than half a million trees and building a panoramic road in the 1930s. The event was divided into three floors, linking the founder’s vision, the brand’s history, and ZEGNA’s famous fabrics. The top floor has been transformed into a private lounge for personalized shopping sessions with exclusive products.
Additionally, a ZEGNA Caffè pop-up was offered, providing guests with moments of relaxation and featuring the brand’s heritage logo. During the week, ZEGNA hosted exclusive dinners with global ambassadors such as Mads Mikkelsen and Wu Lei to celebrate VILLA ZEGNA and the new Oasi Lino Spring/Summer 2024 campaign.
“VILLA ZEGNA” takes guests on a journey through time, guiding them inside a linen wonderland while inspecting the brand’s detailed production process. Private lounges and tailoring rooms provide a customized shopping experience, culminating in the opening of the first-ever ZEGNA Caffè Worldwide for everyone to enjoy.
