migliore + servetto architects design z zegna exhibition + runway show in florence

migliore + servetto architects design z zegna exhibition + runway show in florence 
(above) five pentagonal towers showcase the items of the collection
all images © indigital

for the launch of ermenegildo zegna’s collection, milan-based migliore+servetto architects created and developed an exhibition concept referencing the urban landscape. the show was presented during pitti immagine uomo 2014, the most important international event for menswear and men accessories held in florence, italy. the environment was defined by a soft and intangible scenery composed of different layers that recreated the city’s skyline and lights, enhanced by a parkour performance that took place at the same time as the metropolitan men paraded in the central stage.

different sized cubes serve as the sitting area for the spectators

as soon as the guests arrived, they were greeted by a wide area composed of the runway, a seating area, and five pentagonal towers which evoked the logo of the maison. these structures were covered by a subtle and transparent membrane, that when lifted, revealed the items of the new collection directly to the visitors. the parkour show took place behind a translucent screen where an articulate system of dynamic projections showcased images of the city.

the tower’s veil is lifted, allowing for a more detailed view of the collection

on the other side of the screen, scaffolds serve for the parkour athletes to perform their show

the use of punctual lighting focuses the attention into the important elements

overall view of the exhibition and runway design

spectator’s point of view of the runway show

project info:

design by: ico migliore and mara servetto / migliore+servetto architects
project: z zegna pitti uomo
location: stazione leopolda, florence, italy
date: june 2014
client: ermenegildo zegna
photos: indigital