Starting the new year with a bang, Italian luxury house Bottega Veneta takes over the Great Wall of China.

Kering-owned Bottega Veneta has devised a genius marketing campaign to target its consumers in the east, who make up about a third of consumers in the luxury goods market.

In celebration of the Chinese New Year, Bottega Veneta installed giant screens from January 6 to 12, showcasing their name and logo, on their signature acid green colour. Alongside this runs the Chinese characters that mean Happy New Year, on a tangerine background that is thought to be a symbol of good luck and wealth in China. Pulling out all the stops, Bottega are also running a Chinese New Year themed campaign and collection featuring classics such as the Casette intrecciato leather bag with a subtle tiger inspired pattern.

Bottega Veneta’s experimental campaign is accompanied by a pledge to donate to the maintenance of the Shanghai Pass, the starting point of the Eastern end of the great wall, historically known as the first pass under heaven.

The localised campaign follows their run of marketing that is culturally in tune, from their billboards on rooftops near LAX airport, Los Angeles, to their Bottega for Bottegas ads celebrating Italian food and local artisans in Italy.

Under new creative director Matthieu Blazy, the Italian luxury house hasn’t missed yet.

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