Bottega Veneta opens a new concept pop-up store in the heart of Shanghai (Plaza 66). The Invisible Store is an installation almost invisible that reflects its surroundings and doesn’t have any logo. The double front of the shop, which was hand made, almost goes unnoticed thanks to the window glass. Inside the store every surface reflects and play with the light for an optical illusion. The pop-up is 3m high and takes 100 square meters, featuring a selection of outfits from the Pre-Fall 2020 collection, both menswear and womenswear, accessories and shoes.
“The Invisible Store incarnates the values of Bottega Veneta: class, discretion, joy and sensuality,” says Bartolomeo Rongone, CEO of Bottega Veneta. “It celebrates the launch of our new Pre-Fall 2020 collection that will be loved both by our old and new customers, thanks to the creative direction of Daniel Lee”.
According to the recent reports, after the crisis due to the pandemic, China will be the main market for the fashion industry: if today already represent 35% of sales, in 5 years it will represent the 49%. Bottega Veneta, which is part of the Kering Group, at the moment has 44 stores in China, and this latest addition was inaugurated on July 3rd and it will be open until July 19th.