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Bottega Veneta's monumental installation on the Great Wall of China

The monumental installation of Bottega Veneta on the Great Wall of China

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The monumental installation of Bottega Veneta on the Great Wall of China

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The monumental installation of Bottega Veneta on the Great Wall of China

To celebrate the upcoming Chinese New Year, the Italian house has installed a unique digital screen on part of the Great Wall of China for six days.

A monumental and flashing installation: this is what we could observe on a segment of the Great Wall of China, from 6 to 01 January. In honor of the Chinese New Year, the Italian luxury label Bottega Veneta has indeed staged its logo accompanied by the words “Happy New Year” written in Mandarin on a giant digital panel, whose colors oscillate between grass green, signature of the brand, and vitamin orange, referring to the symbol of luck in China. At the same time, the brand has pledged to make a donation for the maintenance and renovation of the Shanhai Pass, which marks the eastern end of the Great Wall and constitutes one of the three main passes that line the route along of the monument, classified as a UNESCO World Heritage Site.

The Italian luxury brand Bottega Veneta staged its logo accompanied by the words “Happy New Year” written in Mandarin on the Great Wall of China in honor of the Chinese New Year.

Bottega Veneta

Leave social networks

In terms of an experimental marketing approach, Bottega Veneta is not at its first attempt. Last year, the brand had left the networks social without warning, when it was a great success. An approach that Fran├žois-Henri Pinault, CEO of Kering, the group to which it belongs, then explained. His idea: to make a different use of social networks, by providing influencers with the material they need to talk about the brand. As for the brand, it would now offer content via a digital newspaper called Issue. Each new publication coincides with the launch of a collection, the next of which promises to be eagerly awaited. This will be the first signed Matthieu Blazy , the Franco-Belgian stylist appointed last November after the surprise departure of Daniel Lee. The latter had remained at the artistic controls of the brand for three years.