Bottega Veneta opens ‘invisible outlet’ in Shanghai
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Kering label Bottega Veneta has just opened its first pop-up store post-Covid-19 at Shanghai’s Plaza 66 Mall, dubbed the ‘invisible store’.
Running until July 19, the pop up is doubles as an art installation with a mirrored exterior camouflaging the space, which seems to melt into the luxury mall’s atrium.
Standing three meters high and taking up 100sqm of floor space, the pop up forgoes branding, save for a subtle and almost indistinguishable logo raised on the surface. Instead, it reflects the logos and stores of its neighboring permanent store rivals, essentially providing them with free exposure.
Inside the Bottega Veneta invisible store, a reflective interior highlights the pre-autumn 2020 collection, covering men and women’s ready-to-wear lines, along with leather goods and accessories. Bottega Veneta currently operates 44 stores in China.
Questions & Answers
Q.Where is the new Bottega Veneta pop-up store located and how long will it be open?
Where is the new Bottega Veneta pop-up store located and how long will it be open?
The new Bottega Veneta pop-up store is located at Shanghai's Plaza 66 Mall. It is set to run until July 19, serving as the brand's first temporary outlet post-Covid-19 in the region.
Q.What is unique about the design and branding of Bottega Veneta's 'invisible store' in Shanghai?
What is unique about the design and branding of Bottega Veneta's 'invisible store' in Shanghai?
The store features a mirrored exterior that camouflages it, making it seem to melt into the mall's atrium. It forgoes prominent branding, displaying only a subtle, almost indistinguishable logo on its surface.
Q.What types of products are being showed inside the new Bottega Veneta pop-up store?
What types of products are being showed inside the new Bottega Veneta pop-up store?
Inside, the reflective interior highlights items from the pre-autumn 2020 collection. This includes men's and women's ready-to-wear lines, as well as various leather goods and accessories from the brand.
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