To celebrate the upcoming Lunar New Year, Bottega Veneta takes over a section of the Great Wall of China. The Kering-owned Italian fashion brand sets up a digital screen installation which displays its name and logo and the characters 新春快乐, which means Happy New Year. 

The installation is done in Bottega’s signature green as well as a tangerine shade of orange, which the brand chose because it’s a symbol of luck in China. These two colours are used as the main shade for the brand’s latest campaign. 

Bottega has also pledged a donation to support the renovation and maintenance of the “Shanhai Pass”, the Great Wall of China's easternmost stronghold which is historically known as the “first pass under heaven”. 

The installation is considered as the second time a brand did its campaign in the Great Wall of China after Fendi’s fashion show back in 2007. 

BoF even stated that this takeover is considered as the “latest example of Bottega Veneta’s experimental approach to marketing.” 

Bottega is widely known for its public ad campaigns. Last year, Bottega advertised its campaigns on the rooftops of buildings near LAX and on the iconic Bondi Beach swimming pool. 

Last year, Bottega decided to shut down all of its social media accounts. Kering Chief Executive François-Henri Pinault said the decision was to allow social media users to drive the conversation around the brand, not the brand doing so itself.