What: The new SoHo store will be changed on a monthly basis and partner with other local businesses.

Why it is important: The company did not say if this is a concept that it will replicate in other parts of the world, but it is designed to address consumer demand for more meaningful and unique retail experiences, especially since the start of the pandemic.

The store, at 265 Lafayette Street between Prince and Spring Streets, will highlight special collections, launches, capsules and exclusive products.

As a way to foster a sense of community in the new space, Zegna will partner with neighboring businesses to curate a selection of local experiences intended to celebrate the soul of SoHo. For the launch, that includes Sant Ambroeus, McNally Jackson Books and the Angelika Film Center. The store also features a rotating record collection of both vintage vinyls and playlists from local DJs selected by Sartori that will be updated monthly.

Zegna Lab, a New Retail Concept, Opens in SoHo