What I think is so incredible about the way Zegna has been approaching the phygital presentation concept is that it feels like the brand created it, especially for the digital audience. Is it a conscious decision?
I find that a show is very much related to time, and personally, I feel like phygital shows are rather relevant, especially during these times in which almost everything is digitised. With phygital show, I am able to speak to millions of people in every part of the world, while the opposite format would probably max up to 500 audiences. However, again it is a matter of time. If tomorrow the physical runway scheme is seemed to be more correct, then we would probably adopt it in our language because at Zegna it is all about innovation and looking forward. So, to answer your question, I’d say yes, it is a conscious decision.
Has it gotten easier crafting digital presentations?
I won’t call it easy because every action has its own challenge but I would say the process has gotten me and my team more creative, and we enjoyed every part of it. I personally am very interested in photography and motion pictures, and through digital shows, I feel like the stories that I have for the collection that I created are more elaborate and comprehensive – it’s not just merely about clothes, it’s also about the place, people, music, language, emotion and everything you can grasp from the 16 minutes video.
Why is spatial design so important to the Zegna brand and clothing?
This story is from the March 2022 edition of MEN'S FOLIO Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the March 2022 edition of MEN'S FOLIO Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Time Splitter
The TAG Heuer Monaco's latest incarnation at Watches & Wonders Geneva personifies Haute Horlogerie D'Avant-Garde.
One More Dance
Dior heads to one of Venice's most important bays for the Naumachia Ball, designed as the maison's third tribute to the glorious Italian city.
Life, In A Slow Dive
Despite the contradictions and opposing forces acting against Slowdive, the shoegaze pioneers have reunited a little more comfortable in their skin, a little surer in their voice, lifting their chins up a little higher to look into the bright-eyed, blissed-out audience that stand beyond their feet.
Turn A New Leaf
ZEGNA documents its essence in Born in Oasi Zegna: The Book-a vessel for legacy, a conduit for conversation through time, and a plethora of nature's amusements to inspire generations to come.
Setting The Scene
The introduction of the M Social brand in Europe makes staying at century-old European hotels anything but a stuffy, old-fashioned experience. Their secret? A refurbishment in 2021 that has varnished historical, opulent spaces for the interest of the youth, as seen at M Social Hotel Paris.
Italian Decadence
For its second instalment of Kingdom Collection, Royal Salute pays tribute to the magnificence of Italy.
Razor Thin
Piaget demonstrates their technicity in ultra-thin watchmaking with the Piaget Ultimate Concept Tourbillon.
Grade 2x-5
Bell & Ross renders the Bell & Ross BR X-5 with a monochromatic black and grey take.
Nature's Affinity
Grand Seiko's dressy variant of the much-loved \"White Birch\" materialises at Watches & Wonders Geneva with an alternate dial motif.
In Conversation With Laurent Lecamp
Montblanc Watch Division managing director Laurent Lecamp dissects the underlying message of this year's novelties.