Bottega Veneta Takes Over the Great Wall of China for Lunar New Year
Greetings from the Great Wall! Bottega Veneta takes over part of the Great Wall as a celebration of the upcoming Lunar New Year.
新春快乐 ("Happy New Year") reads the digital screen that takes over a large, sloped part of the Great Wall of China. With elements of tangerine, a symbol of good luck in Mandarin, and the classic Bottega green, this festive Lunar New Year installation is on display until January 12.
In addition to the celebratory activation under Bottega Veneta's new creative director, Matthieu Blazy, the Italian fashion house also pledges to donate in support of renovation and maintenance on the wall's Shanhai Pass, historically known as the "First Pass Under Heaven."
Bottega Veneta is not alone in its celebration of the Lunar New Year, many luxury brands are commemorating the holiday in different ways. Both Gucci and Balenciaga are releasing tiger-themed capsule collections, a nod to the upcoming Year of the Tiger. Prada is also paying homage to the tiger, releasing a charitable campaign entitled "Action in the Year of the Tiger," dedicated to the safeguarding of tigers.
The Lunar New Year is Tuesday, February 1.
