The brand used a large digital screen to display ‘Happy New Year’ written in Mandarin. The color is the characteristic green and tangerine of Bottega Veneta; It is also considered a lucky color in Chinese culture.
Along with the installation that will last until February 15, 2022, the Kering-owned couture house has also pledged donations to renovate and maintain Shanhai Pass, the easternmost stronghold of the Great Wall of China. Historically known as ‘The First Road Under Heaven’.
The message displayed on the digital screen read ‘Happy New Year’ in Mandarin. (Photo: PR Handout)
This comes as an extension of the brand’s recent experimental marketing approaches, which previously saw the brand’s ads on rooftops near Los Angeles’ LAX Airport to show passengers take off. Wings and landings in the city with images of musician Arca and Italian ballet dancer Roberto Bolle.
Early last year, the brand also deactivated all of its social media accounts, including Facebook, Twitter, Instagram and Weibo. Based on Fashion businessKering CEO François-Henri Pinault said the decision was to allow social media users to steer the conversation around the brand, not the brand itself.
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