Zegna Celebrates the First ‘Zegna Lab’ in Soho


Guests Experience Interactive Retail Space with DJs and After Party

Luxury menswear brand Zegna celebrated the opening of it’s first “Zegna Lab” in the SoHo neighborhood of New York City. 

The Zegna Lab is located at Lafayette Street between Prince and Spring in the heart of the famous Soho neighborhood. The arrival of the Lab represents the company’s continued development in the realm of new and interactive retail spaces. The space is designed for changeability and will evolve over the course of each year, with a new look and feel from month to month. This allows the Lab to highlight special collections, new launches and capsules, as well as exclusive products that redefine the customer journey and create a hub for customer-centric creativity. 

To foster community in its new downtown home, Zegna has partnered with neighboring businesses to curate a selection of local experiences, to celebrate “the true soul of Soho”. Connecting local businesses and creating a sense of community in the neighborhood was an important element for Zegna when dreaming up the Lab, which has been conceived as an evolution of the retail format. Furthering the Lab’s immersive experience is a Zegna-curated rotating record collection inclusive of vintage vinyl and playlists from local DJs, which will be selected monthly by Zegna’s Artistic Director Alessandro Sartori.

Moving into the vibrant and artsy Soho neighborhood signifies an important moment for the 111 year old heritage brand.

The focus is to work with a more modular approach, evolving constantly to follow customers’ emotions and then creating every time a new atmosphere to fit their moments with dedicated choices.”

— Alessandro Sartori, Artistic Director for Zegna

To celebrate the new downtown location, Zegna hosted an evening party on Tuesday, November 2nd. Guests experienced the Lab in person with DJ sets by Zack Bia and Natasha Diggs featuring Soul in the Horn. The intimate vibe in the store then flowed into the after-party next door at the beloved Italian eatery, Sant Ambroeus, where guests enjoyed cocktails and bites, dancing late into the night.

Photo by Rommel Demano
Photo by Rommel Demano
Photo by Sansho Scott