design

Bottega Veneta / The Invisible Store

Bottega Veneta’s brand identity is built on subtlety and the confidence of understatement.

Shanghai. The Italian brand will be present at Plaza 66, in the heart of the Chinese metropolis, with The invisible shop.

As the name suggests, the new concept store is almost invisible. Without sporting logos, the pop-up blends perfectly with the reflections of the windows of competing brands, going almost completely unnoticed.

In contrast to a world where pop-up branding is often very strong, the maison’s new space deliberately transcends the idea of physical limitation, reflecting the true essence of discretion and sensuality, and subverting the very perception of see-through.

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