The cafe's style reflects the brand's luxurious essence. [Photo/WeChat account: jaxwzx]

Italian luxury menswear brand Zegna has launched its first-ever Zegna Caffe at Shanghai's HKRI Taikoo Hui, marking a new step in the brand's expansion into the "experience economy". This trend sees luxury brands offering lifestyle experiences to attract Chinese consumers.

Located next to Zegna's boutique, Zegna Caffe serves authentic Northern Italian cuisine and premium beverages. The cafe reflects Zegna's commitment to excellence, sustainability, and innovation.

Exquisite desserts and coffee served at the Zegna Caffe. [Photo/WeChat account: jaxwzx]

Designed by renowned architect Patricia Urquiola, Zegna Caffe combines natural beauty with modern design. The space incorporates plants into its design, symbolizing harmony between humanity and nature.

The cafe's style also reflects the preferred aesthetics of Zegna Artistic Director Alessandro Sartori, while also keeping to the brand's luxurious essence.

Visit Zegna Caffe

Address: L128, HKRI Taikoo Hui, Jing'an district, Shanghai

Opening hours: 10 am – 10 pm

Source: "jaxwzx" WeChat account