In celebration of the launch of Bottega Veneta’s Pre-Fall 2020 collection, the brand has created a dynamic pop-up concept boutique. The Invisible Store embodies the brand’s core values of subtlety and self-confidence, occupying the atrium of Plaza 66 in Shanghai. As its name suggests, the near-invisible installation comprise mirrored panels that reflect its surroundings.
The tension between the seen and unseen is realised in splendid form. The delivery of the store transcends the idea of physical limitation, subverting the notion of perception itself. Defying norms, the store steps back from a world of noise and visible branding. Instead, the façade goes almost entirely unseen, camouflaged by the numerous reflections of logoed signs and spaces within the luxury mall’s atrium.
Within the structure, reflective surfaces toy with space and light, creating optical illusions. Measuring over 100 square meters, guests may view selected pieces from the latest collection for both women and men. The pieces include articles from ready-to-wear, bags, small leather goods, jewellery, shoes, and eyewear lines.
On 3 July 2020, the opening of The Invisible Store was celebrated with a party hosted by Bottega Veneta. The evening featured DJ sets by Frau and Thomas Bray and prominent guests dressed in Bottega Veneta included cinematic stars Jing Boran, Song Zuer and Yu Feihong.
The Invisible Store by Bottega Veneta is open to the public from 1 – 19 July 2020.
To view Bottega Veneta’s Pre-Fall 2020 collection, kindly visit bottegaveneta.com
