This is not a mirage, nor a Jeff Koons art piece. It’s a new concept of pop-up in Shanghai’s Plaza 66. The Invisible Store by Bottega Veneta and will be open until July 19th.
While all brands attempt to be as visible as possible, Bottega Veneta reveals an almost invisible installation reflecting the surrounding.
The space transcends the idea of physical limitation, reflecting the true essence of Bottega Veneta. Discretion, sensuality, joy.
Subverting the idea of perception, the tension between the seen and unseen is realised in magnificent form. Foregoing loud branding , the made-you-look-twice facade goes almost entirely unseen, camouflaged by the reflections of logoed windows and signs inside the luxury mall’s atrium.
The optical illusion is also a key element inside the store, with reflecting surfaces toying with light and space.
Measuring over 100 square meters, the pop-up store showcases a selection of pieces from the Pre Fall 2020 collection for both men and women including ready-to-wear, bags, small leather goods, shoes, jewellery and eyewear.
To celebrate the launch of The Invisible Store, Bottega Veneta will host a party on July 3rd at Plaza 66.
More information at bottegaveneta.com