By  on October 15, 2009

PARIS — Ermenegildo Zegna is pressing ahead with expansion in established and fast-growth emerging markets, introducing its global concept store format to Hong Kong and opening its first-ever boutique in Mongolia.

After opening two flagship stores in Singapore’s ION Mall on Wednesday, Ermenegildo Zegna will inaugurate today its fourth Peter Marino-designed global concept store format in Hong Kong — following New York, Milan and Tokyo — and unveil a stand-alone Z Zegna concept store design created by Peter Marino.

Located at 1 Peking Road in Hong Kong, the three-floor Ermenegildo Zegna unit — which includes formal attire, Zegna Sport and accessories — covers 7,250 square feet and is the first to feature the new Z Zegna store concept adjacent to the Ermenegildo Zegna banner.

“This is a challenging time for Ermenegildo Zegna, and we are proud to be launching our first global concept store in Greater China, in Hong Kong,” said Gildo Zegna, the firm’s chief executive officer. “[It] reinforces our position as a leader and innovator in men’s global luxury.”

Taking inspiration from fabrics created at the Lanificio Ermenegildo Zegna mill in Trivero, Italy, as well as from nature, the building’s laminated glass facade boasts white pinstripe-like lines. Inside, textile touches come by way of weaving machine-like metallic stands and marble floors with stripes to resemble selvage in fabric. Meanwhile, Marino sourced sustainable woods and stones, incorporated into the decor, to create a sense of natural texture.

The new 1,400-square-foot Z Zegna concept store, accessible by the street or from the main Ermenegildo Zegna building, boasts a younger vibe with a palette of mineral grays, whites and blacks. A glass staircase leads to a mezzanine.

“[This] is the next step in the Z Zegna brand strategy and positioning, the store architecture perfectly mirrors the Z Zegna brand and its modern and metropolitan design spirit,” said Alessandro Sartori, Z Zegna’s creative director.

Stripping out Ermenegildo Zegna’s fabric division, Z Zegna accounts for 15 percent of the firm’s sales. The first stand-alone Z Zegna unit opened in Shanghai last year while a second bowed in Singapore in the ION Mall in Orchard on Wednesday along with a separate Ermenegildo Zegna shop in the same location.

“We are testing fast-growing areas such as Asia,” Gildo Zegna told WWD earlier this year. Zegna cited double-digit growth in the Far East, with the exception of Japan. He added sales were growing by 25 percent in South Korea, Singapore and China.

Meanwhile, located in Ulan Betor on the ground floor of the Central Tower building in Sukhbaatar Square, a 2,030-square-foot Ermenegildo Zegna shop also bows today — the label’s 73rd store in Greater China. It is being billed as the first Italian luxury men’s wear label to open in Mongolia.

Also on Wednesday, the firm said it was extending its eyewear license until 2014 with Italian eyewear maker De Rigo for the design, production and distribution of Ermenegildo Zegna Eyewear worldwide. The project was launched in 2005.

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