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Ermenegildo Zegna Boutique in St. Moritz


Ermenegildo Zegna, the world leader in fine men's clothing, officially opened the doors of its new St. Moritz boutique in December, 2007. As one of Europe's premier ski destinations and the birthplace of Alpine luxury, St. Moritz is an ideal location for the company to expand its retail presence.

This unique resort, world-renowned for its luxurious boutiques and exclusive hotels, was founded in 1896 and has since become the ski destination of choice, for the jetsetter crowd and European aristocracy alike. After Zurich and Lugano, the new boutique at Via Serlas 30 is the third in Switzerland, and the second of four planned boutiques within close proximity of Milan: After the flagship boutique on Via Montenapoleone in the heart of Milan opening in October 2007, further boutiques at Malpensa airport and La Rinascente in Milan will follow.

In keeping with the concept of Ermenegildo Zegna stores worldwide, the interior of the St. Moritz boutique creates an intimate atmosphere in which customers are welcomed to explore Formal, Casual, fine Menswear and Accessories offerings. The main focus of the store is the Upper Casual line from the Ermenegildo Zegna collection, providing the ultimate in European luxury leisure apparel for men. Featured alongside high-quality leather accessories and selected items from Zegna Sport, a label founded on cutting edge design innovation and sports functionality, for the highest performances.

The 65 square metres store is situated within the acclaimed Sir Norman Foster building. The store design has been created by the architects Gianmaria and Roberto Beretta of Studio Beretta, Milan. Throughout they have implemented a sophisticated, yet simple and linear image, portrayed through the variety of materials, finishes and details synonymous with Italian craftsmanship: Natural woods with open pores, brushed surfaces and strictly opaque painting; Shelving in vegetal leather with saddle stitched edges; Metals, either brushed or in champagne-nickel finishing.
All the display details of the utmost quality outline the products of each collection with an artful simplicity, ensuring that the products play the leading role in the scene. The lighting concept, projects warm tones and diffuses light for the main areas, with each collection illuminated and defined in its own light.


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