Kering label Bottega Veneta has just opened its first pop-up store post-Covid-19 at Shanghai’s Plaza 66 Mall, dubbed the ‘invisible store’.
Running until July 19, the pop up is doubles as an art installation with a mirrored exterior camouflaging the space, which seems to melt into the luxury mall’s atrium.
Standing three metres high and taking up 100sqm of floor space, the pop up forgoes branding, save for a subtle and almost indistinguishable logo raised on the surface. Instead, it reflects the logos and stores of its neighbouring permanent store rivals, essentially providing them with free exposure.
Inside the Bottega Veneta invisible store, a reflective interior highlights the pre-autumn 2020 collection, covering mens and women’s ready-to-wear lines, along with leather goods and accessories. Bottega Veneta currently operates 44 stores in China.