2020 Brand Experience & Activation

THE INVISIBLE STORE

Short List
TitleTHE INVISIBLE STORE
BrandBOTTEGA VENETA
Category C03. Exhibitions / Installations
Product/ServiceBOTTEGA VENETA
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Idea Creation 2 INDEPENDENT IDEAS Milan, ITALY
Credits
Name Company Position
Bruno Bertelli Publicis Italy Global CCO Publicis WW
Cristiana Boccassini Publicis Italy CCO
Erick Loi Independent Ideas Executive Creative Director
Sandra Bold Publicis Italy Global Creative Director
Costanza Rossi Publicis Italy Creative Director
Benedetta Virga Publicis Italy Client Service Director
Cabiria Grachelli Independent Ideas Client Service Director
Alberto De Simone Publicis Italy Account Supervisor
Alberto Santoro Independent Ideas Art Director
Matteo Tommasi Independent Ideas Art Director
Rajiv Olivato Independent Ideas Copywriter
Edoardo Cervigni Independent Ideas Copywriter

Why is this work relevant for Brand Experience & Activation?

The ultimate way a customer can experience a brand is through a pop-up shop. The experience is double sided and will take the person through a journey of all senses. Subverting the idea of perception, and making innovative use of the tension between the seen and unseen, the Invisible Store found the perfect way to express Bottega Veneta's core values of subtlety and confidence.

Background

With an aspirational, confident but subtle take on life, Bottega Veneta needed its pop up to reflect the luxury of time and creativity, the Italian joy of living and considered sophistication. All in the first Pop-Up experience created by the brand. As a brand that needs to remind people about its position as an unapologetic and elevated luxury brand, their objective was to reflect the brand stand point while promoting the latest collection.

Describe the creative idea (20% of vote)

In contrast to the classic branding techniques of extensive advertisement and logo stamping, The Invisible Store attempts to camouflage itself within the atrium of Plaza 66, rebelling against the concepts of loud and overbearing labelling by owning its stealth architecture and design. The concept of invisibility is a nod to the brand's subtle and unidentifiable attitude.

Describe the strategy (20% of vote)

Bottega's target audience is not any usual audience. It's an intriguing, informed character with many facets. Intelligent. Sophisticated. Sexy. Empowered yet vulnerable. They enjoy life. This sophisticated layer cannot be tricked. They don't fall for any brand activation. They respond to intrinsic brand culture brought to life.

Describe the execution (30% of vote)

Conceived specifically for Plaza 66, the three metre high, 100 sq m cuboid is clad entirely in mirrors, its sheer surface effectively camouflaged by the seamless reflection of the atrium’s panoramic landscape. The pop-up's structure attempts to remain almost entirely invisible to shoppers, concealed in plain sight by optical illusions and mirrored reflections within the atrium, even going as far as reflecting the logos of its competitors in its windows.

List the results (30% of vote)

246 MILLION REACHED ON WEIBO 14.3 MILLION ON RED +454% COMPARED TO LAST YEAR - IN THE FIRST 3 DAYS OF THE ACTIVATION