From January 6th to 12th, Bottega Veneta displayed an installation on the Great Wall of China welcoming the Chinese New Year, which begins on February 1st as the Year of the Tiger. The installation on the historic landmark was implemented using digital screens that covered a section of the wall. Bottega Veneta’s brand lettering and Chinese characters proclaiming a Happy New Year were then displayed in alternating rhythms.
Bottega Venetea’s signature green was paired with orange for the installation – a color associated with good luck in China. At the same time, Bottega Veneta launched a new campaign inspired by the Chinese New Year and picking up on the symbolic shades of orange. In addition to the installation, Bottega Veneta has pledged a donation to the Shanhai Pass, located on the easternmost portion of the Wall and one of the Wall’s major crossings.
Back in 2021, Bottega Veneta used marketing actions that were best viewed from the air. For example, the branding was seen at the bottom of the pool at the Bondi Iceberg Club in Sydney in November and on rooftop terraces near LAX Airport in California in September.
Read more about Bottega Veneta here:
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