The 50th Anniversary Ermenegildo Zegna Extrafine Wool Trophy capsule collection on the runway.
After months of renovations, the Ermenegildo Zegna flagship store on Michigan Avenue reopened with much fanfare last week as Stanley Cup champ Patrick Sharp hosted more than 200 high-style guests. The opening revealed a new second level, expanding the retail area to 4,300 square feet, and also celebrated the debut of a unique capsule collection.
Even before stepping inside the new store, shoppers get a feel for what Zegna is all about: the backlit colored glass-and-mirrors façade is rendered in the likeness of iconic Zegna fabrics. Inside, the sleek space is reminiscent of the label’s global store in Milan, featuring rosewood and mahogany juxtaposed with gunmetal and bronze, and high-tech gadgets—a video loop plays the seasonal runway shows—mixed with nature accents.
New spaces lend themselves to shopping in inventive ways. The added second level features The Sartorial Room, complete with fireplace and artwork. There, men can take advantage of the “su misura” made-to-measure service—the brainchild of Zegna’s head of design Stefan Pilati, it’s available at only three U.S. locations. Similarly, the Personalization Project is a new made-to-order service through which men have a hand in deciding the fabrics and finishing touches that go into their unique suits.
Finally, 2013 marks the 50th anniversary of the Ermenegildo Zegna Extrafine Wool Trophy, an award given to Australia’s highest quality woolgrowers. To pay homage, the label developed an exclusive new fabric dubbed Trofeo Natural Comfort for use in a pied-di-poule-patterned capsule collection, which also premiered at the store’s opening. 645 N. Michigan Ave., 312-587-9660