Bottega Veneta Celebrates Chinese New Year

Reunion in Motion: Time is the ultimate luxury

Bottega Veneta Celebrates Chinese New Year
Yaseen Dockrat

Bottega Veneta, the Italian luxury fashion house, has always celebrated Chinese New Year, and this year is no different. Previously, the brand has taken over the Great Wall of China to celebrate the ocassion, but in 2023, the Italian label has opted to celebrate the tradition with a universal message: time is the ultimate luxury. 

Bottega Veneta’s New Year message manifests itself in a short film, a physical installation, and a personalisable WeChat e-card that is available to everyone. The concept is inspired by the emotion and anticipation of journeying home to join family and friends and spend that ultimate luxury – time – with those you love. It is a time to reflect on the roads that lead back home. 

The accompanying film titled Reunion in Motion is directed by Jess Jing Zou and portrays characters on the road back home, exploring introspection and togetherness as these individuals travel through varying landscapes across China. This is the second collaboration between Bottega Veneta and Zou and follows on from the initial collaboration, Love in Motion, which was released in July last year. 

Bottega Veneta

Motion plays an important part in creative director Matthieu Blazy’s vision for the brand, “Bottega Veneta is in essence pragmatic because it is a leather goods company. Because it specializes in bags, it is about movement, of going somewhere; there is fundamentally an idea of craft in motion,” he said. 

To mark the launch of the campaign, a moving train bedecked in the brand’s signature green will journey through China for a month. The train will feature a logo-free, unbranded message on either side: “On the roads that lead home, Happy New Year”. The train will travel through shifting landscapes, from major cities to mountainous villages, as the brand aims to embrace a larger audience through its use of this unconventional activation. 

Bottega has also turned to WeChat with a personalisable e-card complete with artwork inspired by the concept of Reunion in Motion. Users can write a message that will appear as if written with their fingertips in the condensation on a moving train window. The digital artwork aims to bring together those who are unable to travel to see and be with their family this year.

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