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As some parts of the world slowly go back to ‘normal,’ so are our activities: eating out, doing long walks, meeting friends and, of course, shopping. But brick-and-mortar spaces need to work out new ideas and experiences to attract consumers once again. Bottega Veneta is taking the lead in Shanghai, where the Italian House is opening a pop-up concept at Plaza 66 from July 3rd to 19th.

But what makes this new space stand out from the rest? As they explain “While all brands attempt to be as visible as possible, Bottega Veneta reveals an almost invisible installation reflecting the surrounding. The space transcends the idea of physical limitation, reflecting the true essence of Bottega Veneta. Discretion, sensuality, joy.” 

And so, inspired by the works of artist Doug Aitken or architect Peter Pichler, the Italian House has installed a 100-square-metres mirror pop-up store they’ve called The Invisible Store in the middle of the luxury mall’s atrium. In it, you’ll find a selection of pieces from the Pre-Fall 2020 collection for both men and women including ready-to-wear, bags, small leather goods, shoes, jewellery and eyewear. Watch the impressive result below, and if you’re there, don’t miss today’s opening party!

David Valero

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