Bottega Veneta has taken its no-logo brand identity to a new level with its latest pop-up store in Shanghai. Inaugurated on 1 July, The Invisible Store stands tall with its reflective mirror design playing a game of hide-and-seek with its visitors. The concept of invisibility is a nod to the brand’s exclusivity, with Chief Executive Officer Bartolomeo Rongone stating that this style embodies Bottega Veneta’s essence of “discretion, joy, and sensuality.” The pop-up store is the Kering brand’s 44th store in China, with this Plaza 66, Shanghai store topping the list.
The optical illusion element of the exterior is also reflected inside, with light and space toying with the reflective surfaces. Spanned across 1,080 square feet, the store houses the brand’s pre-fall 2020 collection, women’s collections of bags, small leather goods, shoes, jewelry, eye-wear and prêt-à-porter.
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Bartolomeo added, “[The Invisible Store] celebrates the arrival of our new pre-fall collection and will inspire both existing and new audiences through an immersive journey into the world of Bottega Veneta under Daniel Lee.”
The Invisible Store is not just a retail venue, but it also doubles as an art installation. You have to see it to believe it.
Images courtesy of Bottega Veneta
