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Bottega Veneta debuts its latest pop-up concept, the invisible store, in Shanghai

The pop-up store cleverly uses mirrored panels to reflect its surrounding, transcending the concept of “physical limitation”.

As China eases its lockdown restrictions, luxury brands are slowly starting to make their presence felt again in the major cities.

Take Bottega Veneta, for example. It launched a pop-up store in Shanghai Plaza 66 in a bid to woo back the Chinese consumers.

(Related: Chanel celebrates the 20th anniversary of its J12 watch with enamelled J12∙20 models)

From July 1 to 19, the Italian luxury house will take over the atrium of Plaza 66 with its Invisible Store, an installation that cleverly uses mirrored panels to reflect its surrounding, transcending the concept of “physical limitation.” This is also in line with the brand’s ethos of subtlety and self-confidence.

Bottega Veneta Invisible Store

At over 100sqm, customers can browse the pre-fall 2020 collection consisting of ready-to-wear, small leather goods, shoes and eyewear for both men and women.

(Related: Bulgari’s Barocko high jewellery collection is a joy to behold)

To celebrate this occasion, Bottega hosted a party for on July 3. Chinese celebrities such as Jing Boran, Song Zuer and Yu Feihong were invited to grace the event.

  • Bottega Veneta Yu Feihong

    Yu Feihong

This article was originally published in Harper’s Bazaar Singapore

(Related: Bvlgari’s global e-commerce plan puts the “b” in bling)