Bottega Veneta doesn’t tend to do things by the book. Whether it’s last year’s takeover of Berlin’s Berghain nightclub for a unique presentation, or the launch of its $2,100 USD roller skates, the Italian fashion house likes doing things a little differently.
Now under the guise of new creative director Matthieu Blazyfollowing the sudden departure of Daniel Lee back in November, Bottega is continuing its alternative trend for the upcoming Chinese Lunar New Year by taking over a part of the Great Wall of China.
A message of “Happy New Year” will adorn the Great Wall on a digital screen, displayed in shades of Bottega green and tangerine, a symbol of good luck in Mandarin. The installation also sees the label pledge a donation to support the ongoing renovation and maintenance of the Great Wall of China’s eastern-most stronghold known as the “Shanhai Pass.”
The installation is slated to go live this month.