Nature, Man-Machine. The invention of Landscape

Nature, Man, Machine are the words used to reflect on the Zegna Family project. A project taking shape in the foothills of the Biellese Pre-Alps in the village of Trivero, home of the Ermenegildo Zegna wool mill. The essay aims to investigate the entrepreneurial and design practices carried out by the wool entrepreneur in the invention of a landscape, built on both artifice and nature, expressing his deep connection to his native place. From architectural paternalism, accompanied by an idea of the domestication of nature, the Zegna project evolves, in a continuous re-reading of its history and memory. This evolution transforms the company into a cultural form, within which the landscape becomes a key to its interpretation and a guide for future projects.