In celebration of the upcoming Chinese Lunar New Year, Bottega Veneta took over part of the Great Wall of China with a monumental digital screen. ‘新春快乐’ read the colourful festive message on it, displayed in shades of Bottega green and tangerine (a symbol of luck in Mandarin).

Together with this installation, Bottega Veneta has pledged a donation to support the renovation and maintenance of the ‘Shanhai Pass’, the Great Wall of China’s easternmost stronghold, historically known as the ‘First Pass under Heaven’. The digital screen was live between 6-12 January 2022.

The showcase is the latest example of Bottega Veneta’s unconventional approach to marketing, with the brand having previously created a buzz by deactivating its Instagram, Facebook, Weibo and Twitter accounts last year.