Author: Gege Hu
Bottega Veneta – a fashion house established in Vicenza in 1966 and later acquired by the Gucci Group in 2001 – is a subsidiary of the luxury group Kering.
Known for its long tradition of crafting several unique pieces with leather, the company has voluntarily departed from Social Media to reinforce its specific positioning. In fact, its online presence depends entirely on its “fanbase”. It’s through this very “fanbase” that Bottega Veneta’s project dedicated to the Chinese New Year reached the ears of Chinese consumers.
As posted on Weibo, in celebration of the 2022 Chinese New Year, the group took over part of the Great Wall of China with a monumental digital screen. From January 6 to January 12, the enormous artistic installation displayed a festive message whilst featuring the brand’s logo.
This extraordinary example of advertising campaign aimed at the Chinese market matched the brand’s typical green with tangerine hues – a good auspicious symbol in China. The homonymous fruit is, in fact, among the most common gifts in Chinese culture.
The temporary installation is meant to be accompanied by a donation destined to the restoration and maintenance of the Great wall itself. In particular, of the “Shanghai pass” or “Mountain and Sea Pass”, the easternmost of the Wall.
The idea of using the Great Wall to promote a brand, however, is not original. Back in 2007, Fendi hosted one of its most successful and iconic fashion shows. That occasion positioned Fendi as a global brand, whilst making a powerful statement about cultural appreciation and exchange towards the growingly important Chinese luxury market.