Bottega Veneta has introduced ‘The Invisible Store’, a new pop-up concept at Plaza 66 in the heart of Shanghai open from July 1st through July 19th 2020.
The nearly invisible installation reflects its surroundings with no logos, echoing values of subtlety and self-confidence. The space transcends the idea of physical limitations, reflecting essences of discretion and subverting the idea of perception.
The tension between the seen and unseen is realized in magnificent form. Rebelling from a world of loud and visible 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. Inside, reflective surfaces toy with light and space in a journey of optical illusion.
Measuring over 100 square meters, the pop-up store showcases a selection of pieces from the brand’s Pre Fall 2020 collection for both men and women including ready-to-wear, bags, small leather goods, shoes, jewelry and eyewear. To celebrate the launch of ‘The Invisible Store’, Bottega Veneta will host a party on July 3rd at Plaza 66.