A subtle game for the viewer and a message for the fashion consumer.
virtual parades, events through Instagram, designers rethinking the collection system... The last few months have shaken the pillars of the fashion world: while many firms seek visibility at all costs, Bottega Veneta has opted... for the opposite. Today the Italian firm presents a project at the Plaza 66 center in Shanghai that is committed to greater discretion and playfulness, and that transcends the idea of the physical limitation of space. We refer to an installation... invisible.
The idea? Reflect the environment, let us see what is around us, instead of fighting to be the brand that shouts the loudest (or that shows its logo at a larger size). An almost philosophical commitment that fits perfectly with the identity of a firm in whose history we find no trace of shrillness and that has always defended this model of elegance.
That we stop to observe what surrounds us is the objective of this pop up.
The creators of this temporary concept store have underlined that it aims to "subvert the concept of perception, the tension between what is visible and what is not, forcing us to “embrace the pause and look twice in a world saturated with noise”. Thus, the invisible facade is camouflaged and reflects the logos of other brands in the central atrium of this well-known luxury shopping center in China.
The Bottega Veneta pop up is located in Plaza 66.
Inside, the reflective surfaces of this original pop-up play with light and space creating suggestive optical illusions for the visitor, who in these playful 100 square meters will find a selection of pieces from the Pre-Fall 2020 collection, with bags, footwear, jewelry, glasses and ready-to-wear for women and men, inviting those who wear them to accept life as it is, appreciating what is good about it, and looking to the future with optimism.
Kaia Berger at the Bottega Veneta A/W 2020 show in Milan.
The pop-up store It will be open until July 19 and it is an original vindication of the subtlety and trust that embody the values of this Italian firm, that in recent times is experiencing a new golden moment. Her speech of silent luxury has made her one of the favorites of celebrities –Sigourney Weaver included, here's to this–, forming a discourse that responds to the needs of many in a context of global crisis.
In the edition of the Fashion Awards 2019, the firm and its creative director Daniel Lee won the Brand of the Year awards, Designer of the Year, Accessories Designer of the Year and British Womenswear (Best Womenswear Brand). Thus, this young creator, who he came from Céline and had worked at Maison Margiela and Balenciaga, he has given a renewed splendor to the house that became famous for bringing to the world good Italian work with leather (especially braided fur), as well as a classic look that wowed fashion icons like Jackie Kennedy.
The Invisible Store opens its doors today.
According to data from the Kering group, to which it belongs, the firm led by designer Daniel Lee closed the first and complicated quarter of the year with a strong increase of 10.3% (and revenues of 273.7 million euros) in a context of uncertainty and widespread falls.
In addition to 300,000 euros donated for research against Covid-19, Bottega has promoted in recent months the creation of a platform –Bottega Residency– intended to encourage creativity in everyone and to avoid feelings of loneliness.
The Invisible Store opens its doors today at Plaza 66, in the heart of the city, and tonight there will be a party to introduce it.
Photographer Tyrone LeBon signed this second campaign (FALL 2019) for Bottega Veneta under the artistic direction of Daniel Lee.