Italian fashion brand Bottega Veneta divides opinion with Great Wall of China installation ‘to mark Chinese New Year’ – with critics saying it’s simply a ‘lame’ stunt to reel in wealthy shoppers
Italian luxury fashion brand Bottega Veneta has divided opinion with a digital installation on the Great Wall Of Cina.
The company laid an enormous digital screen along a section of the landmark, broadcasting the message ‘Happy New Year’ in Mandarin characters, followed by ‘Bottega Veneta’ in inglese.
The brand said it is intended to ‘honour’ Chinese New Year, which takes place at the start of February, and features a tangerine shade of orange that is considered auspicious in traditional Chinese culture.
Italian luxury fashion brand Bottega Veneta has divided opinion with a digital installation on the Great Wall Of China. Nella foto, the installation, which was removed yesterday
The brand said it is intended to ‘honour’ Chinese New Year, which takes place at the start of February. Nella foto, the Great Wall of China
The installation has divided opinion on social media (sopra) with some saying it was pointless
The promotion, which was in place from January 6-12, has gone viral on social media after being shared by fashion industry publications.
However the response has been mixed, with some shoppers saying it is nothing more than a cynical ploy to try and entice wealthy Chinese shoppers.
Commenting on the Business of Fashion inviare, uno ha scritto: ‘Bottega Veneta is trying so hard…Whats the link between BV [Bottega Veneta] and China apart from economic interests?’
Un altro ha aggiunto: ‘I wonder if the Chinese feel abused by all these enormous marketing efforts to get them to keep fueling growth into the Industry’s giants?’
The company laid an enormous digital screen along a section of the landmark, broadcasting the message ‘Happy New Year’ in Mandarin characters, followed by ‘Bottega Veneta’ in inglese
The digital installation features a tangerine shade of orange (nella foto) that is considered auspicious in traditional Chinese culture
A third posted: ‘This feels so…spento. We didn’t even have a strong opinion about Bottega Veneta but this is…lame.’
But others supported the brand’s pioneering vision, con una scrittura: ‘Wow what a great idea so dope.’
Un altro ha aggiunto: ‘Cool af bottega’s approach is very creative and proves they actual sell.’
Social media users were divided in the Business Of Fashion post about the installation
Alongside the takeover, Bottega Veneta’s parent company Kering pledged a donation to help with the upkeep of the Shanghai Pass.
Bottega Veneta is also running a Chinese New Year campaign, which is dominated by the same shade of tangerine featured on the Great Wall installation.
The takeover is the latest example of Bottega Veneta’s experimental approach to marketing, which has included deactivating its Instagram account and placing billboards on rooftops near Los Angeles’ LAX airport.