The campaign is set at Oasi Zegna, a 100 km² nature reserve in the Italian Alps established by founder Ermenegildo Zegna. This place is not merely a nature reserve, but a living landscape where design, nature, and family have been nurtured together—a space where memories breathe.
In this mountainous terrain, the Zegna family built their homes and began their engagement with the arts. Drawing daily inspiration from beauty, Ermenegildo Zegna commissioned work from various artists, designers, and architects, advancing the development of State Road 232, which connects Oasi Zegna with the surrounding region.
Under this vision, the Zegna family welcomed Pietro Porcinai, one of the 20th century’s master landscape architects.
Born in 1910, the same year as Zegna, Porcinai dedicated his life to redefining how human living spaces and natural environments could coexist.
From this collaboration emerged the “Winter Garden.” It embodies a shared vision of harmony between glass, light, water, and nature. The Zegna family invited Porcinai to Trivero not simply as an architect, but as someone who could shape a philosophy.
Welcomed by Ermenegildo Zegna, Porcinai reimagined the gardens around Casa Zegna, Cà Gianin, and Villa Al Roc in Trivero as bridges connecting living spaces with the local natural environment. These spaces were not greenhouses or protected gardens, but living rooms enveloped in nature—functioning as social venues, intimate spaces for family time, and occasionally as business settings.
In an era when industry, art, and landscape design rarely intersected, this collaboration introduced modern garden philosophy into the classical environment of Trivero’s villas and factories. Through pergolas, trellises, and green walls, it connected workspaces with leisure areas, inviting nature inward rather than excluding it.
This shared philosophy transcended the framework of landscape architecture, evolving into a broader dialogue encompassing environment, lifestyle, and design. The Zegna family found in Porcinai’s gardens a concrete manifestation of his aesthetic refinement rooted in nature, harmony, and innovation.
@Zegna
