The project was unveiled in Trivero, the town where the company was founded. ZegnArt was conceived as an independent project complementary to the Zegna Foundation. It focuses on three sections: Public, Special Projects and Art in Global Stores. The Public section looks at contemporary art as an experience capable of engendering confrontation between cultures, in order to favour the exchange of resources and knowledge and, as a educational model, support the growth of civic and ethical values. It includes the commission of a public work in collaboration with an international institution. As part of this commission, a scholarship will be provided for a young local artist to study in Italy.
The project is curated in its entirety by Cecilia Canziani and Simone Menegoi. The first country chosen for the Public section of the ZegnArt project is India and the selected institution is the Dr Bhau Daji Lad Museum in Mumbai, the only contemporary museum in India featuring modern art. The next venue for the Public section will be Turkey in 2012 and then Brazil in 2013.
The Special Projects section includes ventures in collaboration with cultural institutions. The first such project, curated by Maria Luisa Frisa, is a specially-commissioned installation by Lucy and Jorge Orta, entitled ''Fabulae Romanae'', in partnership and with the Maxxi Museum in Rome, Italy, designed by Zaha Hadid and in conjunction with the Centre for Suistanable Fashion of The London College of Fashion. The exhibition will run from 22 March to 23 September 2012.
The third section of the ZegnArt project will feature international artists who will display their works in Zegna's leading flagship stores, the Global Stores. The list of artists include: Mimmo Jodice, Michelangelo Pistoletto, Frank Thiel and Francesco Jodice.