Bottega Veneta splashes Marina Bay Sands canals with striking green branding

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Shortly after taking over a part of the Great Wall of China with its striking green branding, also known as "Bottega Green", Italian luxury fashion brand Bottega Veneta has now done the same with the canals at Singapore's Marina Bay Sands. This was done to welcome Chinese New Year and also in celebration of its newly renovated boutique at the mall. MARKETING-INTERACTIVE has reached out to Bottega Veneta for additional information regarding this campaign.

Just last week, the luxury brand unveiled some bird's eye view images of the Great Wall which showcases the brand's name and "Happy Chinese New Year" in simplified Chinese against a Bottega Green backdrop. According to multiple media reports previously, the campaign was done by newly appointed creative director Matthieu Blazy. At the same time, Bottega Veneta also created digital screens on parts of the Great Wall to showcase messages such as "Bottega Veneta" and "Happy Chinese New Year".

The iconic green featured on the Great Wall and at Marina Bay Sands was rolled out by former creative director Daniel Lee, according to fashion trade journal WWD. WWD said the "Bottega Green" is Lee's "most memorable style contributions" as creative director at the luxury brand and the colour was introduced during the brand's Spring 2021 ready-to-wear collection. While the collection contained other colours, WWD reported that Bottega Green was "an instant hit" with consumers due to its "vibrancy and playfulness". This colour was later brought back in the pre-Fall 2021 collection and used again in the Spring 2022 ready-to-wear collection, WWD said.

Bottega Veneta joins other luxury fashion brands that have also executed themed marketing executions ahead of Chinese New Year New Year. Drawing inspiration from the tiger theme in this year's zodiac, Gucci and Prada released marketing campaigns revolving this animal, aiming to raise awareness for big cats. Gucci opted for a direct approach and released the campaign, "Gucci Tiger" featuring real tigers alongside a range of bags, shoes and ready-to-wear decorated with tiger motifs.

Meanwhile, Prada went with an artistic yet social approach and released its "Action in the Year of The Tiger" campaign. With this campaign, the fashion label invited creative talents who were aged 30 and below in art schools in China (and beyond) to present a personal interpretation of the tiger. According to Prada, the interpretation can come in the form of a painting, design, or a sculpture. The luxury fashion house will also be making a donation to the China Green Foundation's, "Walking With Tiger and Leopard” programme to drum up awareness for the wildlife and biodiversity in China.

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