This week in Milan Ermenegildo Zegna launched the digital experience, “Zegna in_STORE”, an immersive 3D digital portal where visitors can enjoy a real life spatial and visual shopping experience.
For the first time fashion connects with Hollywood visual effects, revolutionary website design and video games: it is a cooperation of 4 industries working together to create a revolutionary concept of online shopping, an innovative shopping environment where technological invention is the support structure to storytelling.
Designed by James Lima, (of Avatar fame) who also directed the Ermenegildo Zegna “LIVE-D” Fall/Winter 2011 fashion show, “Zegna in_STORE” offers a completely new way to shop online.
Upon entering the store, customers are greeted by model and actress Milla Jovovich, who explains the easy functionality of the site. A launch film shows the architectural context of the floating building which offers several floors for customers to navigate. Directional control arrows allow shoppers to travel throughout the store as though they are walking. Like a real store, everything is for sale.
Like all good, socially responsible corporate giants, “Zegna in_STORE” will also support the charity Artists for Peace and Justice (APJ), an organization where Milla Jovovich sits on the Advisory Board.
“Our passion for technology and innovation,” comments Ermenegildo Zegna, CEO of the Ermenegildo Zegna Group, “has always been the signature of our brand. In the first 100 years of our history we established the industrial platform and built our global retail network. Now we are in a new century and it is all about brand building and the digital frontier: thanks to the new technologies it is now possible to offer a unique online experience that matches the one we strive to ensure to our customers entering all our stores. With “Zegna in_STORE” we are at the forefront as an immersive and interactive brand and with this launch we are proud to celebrate our leading position in the digital world”.
Love! For more info go to Zegna.
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