As part of its digital transformation, the menswear brand debuted its most recent capsule collection at an event where attendees could connect their WeChat ID to partake in digital and physical activities at the venue

Italian menswear brand Ermenegildo Zegna released an interactive WeChat channel at an event in China to promote its latest line. The XXX capsule collection was made available to roughly 500 guests over the three-day event in Shanghai’s Power Station of Art.

Viewers could access the WeChat feature of the shopping experience through a leather wristband equipped with a microchip that produced a QR code for wearers upon entry. Once the QR code was activated in the their WeChat accounts, attendees were able to interact with different immersive elements of the show: The Bold area welcomed attendees to the venue while the Creative, Iconic, Expressive and Progressive sections allowed people to digitally create graffiti and images, try out being DJs and make music videos.

The event also offered the connection between digital and physical by providing analytics and XXX recommendations based on wearers’ behavior exhibited during the show. Ermenegildo Zegna’s goal was to offer a socially driven show to its Chinese market, integrating the popular WeChat platform to enable unique and interactive experiences.

WeChat

Ermenegildo Zegna

Italian menswear brand Ermenegildo Zegna released an interactive WeChat channel at an event in China to promote its latest line. The XXX capsule collection was made available to roughly 500 guests over the three-day event in Shanghai’s Power Station of Art.

Viewers could access the WeChat feature of the shopping experience through a leather wristband equipped with a microchip that produced a QR code for wearers upon entry. Once the QR code was activated in the their WeChat accounts, attendees were able to interact with different immersive elements of the show: The Bold area welcomed attendees to the venue while the Creative, Iconic, Expressive and Progressive sections allowed people to digitally create graffiti and images, try out being DJs and make music videos.