Never one to do things in halves, Bottega Veneta has discovered a new high-visibility ad space location. On the Great Wall of China. Ostensibly to celebrate the upcoming Lunar New Year, the luxury Italian fashion house has installed a digital screen atop the 2241-year-old historical landmark, displaying the Bottega Veneta logo alongside the characters 新春快乐 which translates to ‘Happy New Year’.
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The Great Wall of China takeover follows Bottega Veneta pop-up ads around the world in locations like Sydney’s Bondi Icebergs pool, on the roof of the LAX, and on trams in Melbourne. However, this marks the first time the fashion house has set its logo atop a culturally significant landmark. Perhaps in an effort to ward off any negative reactions, the Italian fashion house has pledged a donation to support the conservation, renovation, and maintenance of the Shanhai Pass, located at the beginning of the east part of the Great Wall of China. The Shanhai Pass is also colloquially referred to as the ‘First Pass under Heaven’. Fortunately, the digital screen is temporary and set to be removed on the 12th of January.
In a more typical way of celebrating the Lunar New Year, Bottega Veneta has also released a capsule collection featuring the same tangerine hue used on the wall installation (a symbol of luck in Mandarin).
Words by T. Angel
