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Bottega Veneta THE INVISIBLE STORE, SHANGHAI PLAZA 66

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Taking over the atrium of Plaza 66 in the heart of Shanghai from 1 – 19 July 2020, Bottega Veneta introduces The Invisible Store, a new and dynamic pop-up concept that embodies the brand’s core values of subtlety and self-confidence.

This almost invisible installation that reflects its surroundings transcends the idea of physical limitation, echoing the true essence of Bottega Veneta that needs no logo – Discretion, Sensuality and Joy.

Subverting the idea of perception, the tension between the seen and unseen is realised in magnificent form. Rebelling from a world of loud and visible branding, the made-you-look-twice facade goes almost entirely unseen, camouflaged by the reflections of logoed windows and signs inside the luxury mall’s atrium. Inside, reflective surfaces toy with light and space in a journey of optical illusion.

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

To celebrate the opening of The Invisible Store and the launch of the Pre Fall 2020 collection, Bottega Veneta hosted a party on July 3rd.

The evening featured DJ sets by Frau and Thomas Bray, and among the notable guests who attended the event dressed in Bottega Veneta were Jing Boran, Song Zuer and Yu Feihong.