Bottega Veneta’s brand DNA is invisibility.So how can you manifest and make your audience experience the brand invisibility better than replacing your own products with other products?Bottega is a very well known concept in Italy it’s the cradle of craft and creative excellence.But just one Bottega captured the attention lately. That’s why, Bottega Veneta launched Bottega for Bottegas,an activation that took the spotlight from Bottega Veneta products.We put products from other Italian small bottegas in all the Bottega Veneta visibility points, offering them our audience in an initiative meant to save the italian creative excellence culture,represented by “made in Italy”

Craft is the beating heart of Bottega Veneta. Take the brand’s Intrecciato weave, a specialist leather-making technique which sees stripes of supple leather expertly woven to create accessories and ready-to-wear.

During the Holidays, when most fashion brands send their products to influencers to create more brand visibility, Bottega Veneta handed over the spotlight to independent boutiques who make up Italy’s world-renowned culture of craftsmanship and keep ‘Made in Italy’ the staple of luxury.

Celebrating the concept of creative community is relevant for Bottega Veneta’s audience: an intriguing and informed character with many creative interests. Intelligent, sophisticated and empowered this audience responds to intrinsic brand values brought to the surface by palpable action.

Never displaying a logo on its products, Bottega Veneta needed its Holiday campaign to reflect the essence of the brand: Invisibility makes you the most visible.

As one of the most visible bottegas worldwide, Bottega Veneta wanted to put other bottegas in the spotlight.

The Bottega for Bottegas festive initiative supports and champions Italian artisanal talent across Italy by taking the spotlight from the Bottega Veneta products and shinning a light on the other small bottegas products thus letting people know that they can find the pinnacle of Italian craftsmanship in more than one bottega.

The festive period is the time of the year when luxury brands triple their sales. That’s when all eyes are searching for presents and all hands are willing to dig deep into pockets.

Luxury brands know this and that’s why the media and influencer push is huge during the holiday seasons. And it always pays off.

Having a history of being invisible, Bottega Veneta chose to give the stage to the small Italian boutiques that share the name ‘Bottega’ – a name that means Excellence in Italian Craft.

From one day to the other, Bottega Veneta changed its outdoors, the painted murals, the products in store and the website to promote small bottegas products. Even the gift packs sent to influencers were the products of these bottegas and everybody took notice and started talking about the small shops

+94% brand visibility

+165% site visits

+ 79% sales

NOT FOR BOTTEGA VENETA.

But for all the small bottegas helped