"Time is the Ultimate Luxury."
As brands across the globe gear up to celebrate the Lunar New Year on January 22nd with exclusive collections, Bottega Veneta has taken a different approach by exploring the theme of reunion and anticipation through a short film following the relaxation of restrictions in Beijing for the first time in three years.
Directed by Jess Jing Zhou, the film is titled ‘Reunion in Motion’ and sees a number of characters on their commute back home as they travel through differing landscapes in China to be reunited with their family. The concept of movement is significant, especially to the newly appointed creative director Matthieu Blazy, as it aligns with the “craft in motion” vision he has for the luxury label.
A supporting, logo-free installation in the form of a moving train in ‘Bottega Green’ will also be passing through China for a month, with the phrase “On the roads that lead home, Happy New Year” written on either side. Customisable WeChat e-cards will also be available with a filter that prompts users to write a message on the condensation of moving train windows with their fingertips.
Check out the campaign imagery below.
PHOTO CREDIT: @Bottega Veneta
