The recent Lunar New Year celebrations marked the first time that Bottega Veneta has marked the event with a campaign, and it's done so in a big way.
The Italian luxury fashion house installed a digital screen at Mutianyu Great Wall displaying the Bottega Veneta logo across a portion of the wall – something that hasn't happened in 20 years.
The marketing slogan is "A world of possibilities," according to WWD, which is complemented by a pithily succinct statement: "Have a terrific New Year."
Bottega Veneta's parent company Kering (formerly PPR) owns Gucci and Balenciaga among other labels in its portfolio, but this campaign marks the first time Bottega has used digital means to advertise its wares.
Considering the scope of the Great Wall, the campaign is a bold statement for Bottega's global ambitions. It also marks another milestone in luxury advertising, which has traditionally focused on print ads or runway shows to drive brand messaging.
It's a callback to Bottega's guerrilla commercials, which debuted in late 2021 and included ads only visible from the air and branding hidden beneath the water of a swimming pool.
And it's also not alone on this occasion. Oscar-winning director Alejandro González Iñárritu created a virtual reality spot for Tod's which can be viewed on YouTube 360 or through Google Cardboard.
Fashion's reach into the growing trend of digital and experiential marketing is a logical move given that luxury goods purveyors constantly face dropping sales amidst fierce competition for consumer spend.
"As we enter a new year, it is encouraging to see that companies continue to experiment with technology and its many iterations," said Scott Vener, chief content officer for music streaming platform Howl. "Whether it's VR, AR or some other technology, I'm sure we will see more of this in the coming year."Other luxury fashion brands have used similar tactics in the past, including Dior, whose logo was once projected onto the Eiffel Tower.