Italian fashion house Bottega Veneta, which has famously foregone a brand-identifying logo in favor of self-confident anonymity, elevates the concept of invisibility this month. The label introduces a new pop-up concept, dubbed The Invisible Store, located at Plaza 66 in Shanghai and open from July 1 to July 19.
In contrast to the classic branding techniques of extensive advertisement and logo stamping, The Invisible Store attempts to camouflage itself within the atrium of Plaza 66, rebelling against the concepts of loud and overbearing labelling by owning its stealth architecture and design. In fact, the pop-up’s structure attempts to remain almost entirely invisible to shoppers, concealed in plain sight by optical illusions and mirrored reflections within the atrium. Once inside, reflective surfaces play with light and space to enhance and subvert perceptions.
The concept of invisibility is a nod to the brand’s subtle and unidentifiable attitude, with Chief Executive Officer Leo Rongone stating that the store’s anonymity embodies Bottega Veneta’s essence of “discretion, joy, and sensuality.”
The Invisible Store showcases a selection of pieces from both the men’s and women’s Pre-Fall 2020 collections, including ready-to-wear bags, small leather goods, shoes, jewelry, and eyewear.END
prev link: https://www.crfashionbook.com/fashion/a33089702/bottega-veneta-invisible-store-shanghai/
createdAt:Thu, 02 Jul 2020 18:26:29 +0000