Bottega Veneta Splashes The Great Wall In Green For Chinese New Year
The Great Wall of China is Bottega green, at least for now. To celebrate Chinese New Year, the luxury house has taken over a stretch of the historical landmark and splashed it with its branding, along with the words “Happy New Year” in Chinese.
Aside from showcasing its iconic green, Bottega Veneta highlighted its logomark in tangerine orange, as the fruit is commonly served during the festivities and is a symbol of wealth. This vibrant greeting will stay up through January 12.
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As part of the massive campaign, the fashion label is making a donation for the renovation and upkeep of the Great Wall’s Shanhai Pass, which is the first barrier of the wall and the beginning point of its eastern end. The portion is also known as the “First Pass under Heaven.”
The Great Wall takeover is the latest of Bottega Veneta’s out-of-home activations since taking its presence offline. The company no longer has social media accounts, keeping faithful to the anti-digital sentiments of creative director Daniel Lee.
“I don’t think much of the digital presentations,” Lee told Cultured Magazine in 2020. “They felt empty and took so much effort in such emotionally turbulent times, yet in the end, the concepts lacked depth.”
Bottega Veneta take over part of the Great Wall for the Chinese Lunar New Year and have pledged a donation to support the renovation and maintenance of the ‘Shanhai Pass’!🖤 pic.twitter.com/PYx0RkhLUB
— Outlander Magazine (@StreetFashion01) January 11, 2022
Bottega Veneta's takeover of the Great Wall of China, perhaps their biggest OOH activation yet. The brand has pledged a donation to support the renovation and maintenance of the "Shanhai Pass" as part of the campaign pic.twitter.com/LzZurGya3e
— Alexandra Mondalek (@amondalek) January 11, 2022
[via Business of Fashion and Women’s Wear Daily, cover image via Bottega Veneta]
