INTRODUCING an innovative approach to retailing, Bottega Veneta has opened a new pop-up concept called The Invisible Store at Plaza 66 in the heart of Shanghai. In a celebration of confident designs and meticulous craftsmanship, the Italian brand has long been renowned for its rejection of loud and plainly-visible branding, with the almost invisible installation encased in entirely mirrors walls to create an intriguing optical illusion.
Heavily camouflaged by the reflections of logoed windows and signs within the mall’s atrium, the pop-up space transcends the idea of physical limitation while echoing the very essence of Bottega Veneta’s subtle and self-confident core values.
Reflective elements are further utilised within the interiors of the store, toying with elements of light and space for an enhanced experience of silent minimalism.
Combining discretion, exuberance and sensuality, the pop-up store spans over 100 square metres with a curation of pieces from the Pre-Fall 2020 collection, comprising ready-to-wear, bags, small leather goods, shoes, jewellery and eyewear for both men and women.
To celebrate the launch of The Invisible Store, the brand hosted a party last Friday, with celebrity appearances including artists Jing Boran, Song Zuer, and Yu Feihong wearing the latest PreFall 2020 collection.
by Cara Jenkins
Bottega Veneta’s The Invisible Store pop-up is open from 1st July to 19th July 2020
