Translating a high-end brand into a street front façade is something we take immense pride in. The finished product? Well, it speaks for itself.
Ermenegildo Zegna is a luxury men’s brand hailing from Novara, Italy, just west of Milan. The brand is known for its uncompromising quality and luxurious brand experience.
GQ Magazine alleges that Ermenegildo Zegna has been a major proponent for establishing the reputation of ‘Made in Italy’, stating that the brand has “arguably done more than any other to make these three words an international benchmark”.
In 2014, the Ermenegildo Zegna Group acquired a majority stake in Achill and Australian Superfine Merino wool farm. This commitment and love of Australian export have been a part of Zegna’s DNA for over half a century. Their first ever wool awards were held in Tasmania in 1963 to note the finest purveyor of Australian wool.
This commitment and love of Australian export have been a part of Zegna’s DNA for over half a century.
When it came time to design a new façade for a store on the ‘Paris-end’ of Collins Street in Melbourne, the brand needed to make a statement that would blend the architecture with a brand famous for Australian wool and luxury textiles.
Certainty on Collins St
Operating at the intersection of branding and architecture, Diadem installed and safely managed the procurement and installation of a new brand experience – right where people interacted with it on the street front.
Considering all aspects of the site – from safety to foot traffic to the industrial design review – the existing module was removed and the new one procured and craned into place with all aspects of safety managed as a paramount concern.
The end result was a façade that translated the high-end brand into a street frontage where customers engaged with it daily.
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