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.

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.

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. 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.

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.