The new Z Zegna was introduced to the trade community at a special event held during Pitti Immagine in June 2014. Out There collaborated with architect Ico Migliore of Studio Migliore & Servetto to produce the four hour event which included a runway show, a special performance by Parkour athletes, a cocktail reception and the creation of 50 limited edition t-shirts featuring Florence’s Palazzo Signoria. Out There sought to highlight Z Zegna’s newly unveiled concepts of deformalization and sportification in each of the elements. The event culminated with the raising of four pentagons that allowed audience members to interact with pieces created in Z Zegna’s high-performance fabric.
Launch event, Brand repositioning, Marketing strategy, Brand strategy