Ermenegildo Zegna品牌為世界一級高端男仕西服品牌，對於自家產品一向自豪，鮮少與外界合作設計。Ermenegildo Zegna對於高品質的要求，進一步希望可融合中華文化的因子來代表大中華市場的獨特性，藉以展現Ermenegildo Zegna品牌對於大中華市場之重視。
春節櫥窗展示時期，恰巧遇上西方情人節，因此，把西方的羅曼蒂克融入東方農曆年的歡喜氣氛，讓設計團隊想到中國四大民間傳說之一的『白蛇傳』並從故事中找出各種靈感，以創新的方式，為Ermenegildo Zegna展示出2013春夏系列的精隨．Corporate Intro
Ermenegildo Zegna is the world’s premier high-end men’s suit brand and seldom collaborates with other designers due to its proud heritage. This year, the brand’s 101st anniversary coincides with the renovation of its Taipei 101 store into a two-story flagship store; DEM Inc. is honored to be given the opportunity to attend the grand event and design the VIP gift for Ermenegildo Zegna. The gift’s design will be conducted in conjunction with the marketing event promotions, where a dialogue will be held with the consumer public through the online community. Such a consumer-oriented marketing approach is rare for a well-established luxury brand.
Therefore, besides the necessity to conform to Ermenegildo Zegna brand image, the product design must also cater to the brand’s stringent demand in high quality, as well as the preferences and habits of the VIP group. Furthermore, it is also hoped that it will present the uniqueness of the Greater China market by the infusion of Chinese cultural elements, thereby demonstrating Ermenegildo Zegna emphasis on Greater China. Process
Taipei 101 Window Display Design
The Chinese New Year window display coincides with the Western Valentine’s Day, therefore DEM Inc. hopes to combine the element of love and Western Romanticism with the festive ambiance of the Eastern Chinese New Year. Such concept has allowed the design team to seek inspirations from one of the four major folklores in China – Legend of the White Snake – to demonstrate the essence of Ermenegildo Zegna’s 2013 S/S collection.
For instance, the intertwining contemporary clothing in the window display not only expresses the snake image, but also exemplifies the lightness and softness of silk. The complement of gold and silver colors – a symbol of wealth – and the maroon background in the window display not only reinforces the Chinese New Year theme, but also serves to showcase Ermenegildo Zegna’s main color theme this year.
The display window was shown for a period of 21 days, between 2013/02/05 and 2013/02/25, and a launching press conference was held by Ermenegildo Zegna at the This collaboration breaks away from the conventional approach adopted by Ermenegildo Zegna, where the Milan headquarters usually takes charge of the design; rather, DEM Inc. was given a free rein in developing the window display design for the Asian region flagship store. This not only illustrates Ermenegildo Zegna’s respect for Chinese culture and trust in DEM Inc., the dazzling window display also generated additional exposure and talk of the town during Chinese New Year. The publicity was well received, thereby fulfilling the full expectation of the Milan headquarters.