Bottega Veneta installs monumental digital screen on Great Wall of China
From January 6 to 12, 2022, the luxury label Bottega Veneta showcased a digital display on the Great Wall of China. This screen featured the brand's name, a fortunate mandarin, and the phrase "Happy New Year" (新春快乐) in anticipation of the Chinese New Year on February 1. The colors used align with its recent campaign, notably "Bottega green." This initiative also aids in the restoration of Shanhai Pass, referred to as "the first pass under heaven." Established in 1966 and now part of Kering, Bottega Veneta, led by creative director Matthieu Blazy, emphasizes its artistic connections. The brand launched the "Bottega for Bottegas" campaign during the 2021-2022 holiday season, partnering with 12 Italian artisan workshops, while still holding significant influence despite shutting down its social media platforms.
Key facts
- Bottega Veneta installed a monumental digital screen on the Great Wall of China.
- The screen displayed the brand name, a lucky mandarin, and 'Happy New Year' in Chinese.
- The installation was on view from January 6 to 12, 2022.
- It preceded the Chinese New Year on February 1, 2022.
- The colors matched the brand's latest campaign, including 'Bottega green'.
- Bottega Veneta is supporting restoration of the Shanhai Pass on the Great Wall.
- Bottega Veneta is owned by Kering, which also owns Gucci and Yves Saint Laurent.
- Creative director Matthieu Blazy succeeded Daniel Lee in 2021.
- The brand launched 'Bottega for Bottegas' campaign featuring 12 Italian artisan workshops.
- Bottega Veneta closed its official social media accounts in 2021.
Entities
Artists
- Matthieu Blazy
- Daniel Lee
- Tomas Maier
- François Pinault
Institutions
- Bottega Veneta
- Kering
- Gucci
- Yves Saint Laurent
- Artribune
- Krumiri Rossi
- Respighi Drums
- Pastificio Martelli
- Orsoni
- Cantina Bisson
- Amatruda
- Gin Ginepraio
- Oleificio Vanini
- Saponificio Varesino
- Riso Pozzi
- Gay-Odin
- Enza Fasano
Locations
- Great Wall of China
- China
- Shanhai Pass
- Vicenza
- Italy
- Venice
- Paris
- Casalmonferrato
- Lari
- Pisa
- Amalfi
- Varese
- Pavia
- Naples