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The luxury brand Ermenegildo Zegna briefed Elemental Design to create an installation in the front windows of Harrods, celebrating the 50th anniversary of the Ermenegildo Zegna Extrafine Wool Trophy. The open backed windows are accessible to visitors from inside Harrods on the ground floor. Our concept was designed to lead customers on a journey, telling the story of creation, from raw material to the end product.

We produced podiums to showcase the Wool trophy and winning fleece from the 50th wool awards and added informative text, creating an exhibition style environment. Further information is conveyed to the visitor via LCD screens, and ipads in bespoke casing add an interactive element to the installation.The ‘floating’ glass staircase is supported by a brass structure of vertical tubes and bespoke cogs, representing the manufacturing process. The cogs feature engraved Ermenegildo Zegna logos and were also produced in a variety of dimensions for accessories displays.

Ermenegildo Zegna logos are projected onto a giant metallic spool made up of nearly 5km of steel cable. Further projections beam the iconic pied-de-poule (hounds tooth) pattern onto the floor, representing the unique, dedicated capsule collection, launched by the brand in honour of the awards’ anniversary. The collection features an exclusive new fabric, Trofeo Natural Comfort in pied-de-poule pattern, inspired by the styles produced by the Lanifico in the 1960’s from the winning wools from the first Wool Trophies.

A column of the new fabric, along with meticulously dressed mannequins and product displays, complete the story of the journey. The installation is in Harrods until early November.

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