In a stunning display of environmental responsibility and urban beautification, luxury fashion brand ZEGNA has unveiled the new flowerbeds of Piazza Duomo in Milan. The project, dubbed "Oasi Zegna in the World," marks the beginning of a global initiative to create green spaces inspired by the brand's philosophy of harmony between humans, industry, and nature.
The redesigned flowerbeds, which will be maintained by ZEGNA for three years, pay homage to the brand's founder, Ermenegildo Zegna, who pioneered a vast reforestation program in the Biella Alps over a century ago. The project, realized in collaboration with the Municipality of Milan, aims to promote a stronger connection between citizens and nature in one of Italy's most iconic locations.
Drawing inspiration from Dino Buzzati's 1957 painting "Piazza del Duomo di Milano," the new green space features a permanent structure of deciduous Canfore shrubs, evergreen and leafy plants, as well as rotating seasonal plants typical of Oasi Zegna, such as rhododendrons and Philadelphus. Visitors can also scan a QR code to experience a live view of one of the territories ZEGNA is reforesting, offering a unique connection with nature in the heart of the city.
Gildo Zegna, Chairman and CEO of the Ermenegildo Zegna Group, expressed his pride in the project, stating, "The new green spaces mark the beginning of an ambitious project that, starting from a symbol of the city of Milan, will transform into a global initiative with the creation of new OASI ZEGNA locations around the world, a concrete example of the key principles that have always guided the ZEGNA brand."
As the fashion industry continues to prioritize sustainability and environmental responsibility, ZEGNA's Oasi Zegna in the World project sets a new standard for urban green spaces and invites visitors to reflect on the importance of preserving biodiversity and fostering a harmonious relationship between nature and the built environment.