Mirror, mirror on the wall: Bottega Veneta unveils 'invisible' store

The brand is reinforcing its subtle approach with a pop-up in Shanghai

Bottega Veneta has unveiled The Invisible Store, a pop-up concept in Shaghai. Courtesy Bottega Veneta

Bottega Venta has always been, above all things, a discreet brand. It is a brand that whispers, rather than shouts, because it knows that quality and craftsmanship should speak for themselves.

And it has taken that ethos to a whole new level with its latest initiative. The luxury brand has unveiled The Invisible Store, a pop-up in Shanghai's 50,000 square metre Plaza 66 shopping mall. In situ until Sunday, July 19, the mirrored installation blends almost entirely into its surroundings, reinforcing Bottega Veneta's subtle, logo-free approach.

A rejection of the world of loud and visible branding, the made-you-look-twice facade almost goes unseen, camouflaged by the reflections of shop windows and signs inside the luxury mall’s atrium. There is tension between what is seen and what is unseen, as the reflective surfaces create an optical illusion.

Measuring over 100 square meters, the pop-up showcases a selection of pieces from the pre-autumn 2020 collection for both men and women, including ready-to-wear, bags, small leather goods, shoes, jewellery and eyewear.

But what is seen is just as important as what is unseen.

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