Bottega Veneta offers advertising space and advertising space to Italian stores

For most luxury brands, this time of year is synonymous with the holiday shopping spree and reaping the rewards of gift season. But in Italy, Bottega Veneta does things quite differently – and that means removing virtually all of its products and logos from its stores.

If that seems at odds with the goal of a significant selling period, Bottega Veneta is making it clear that they want to give back this season. The Milan-based company wants to support the country’s local “bottegas” who embody the best of Italian creativity and who may not have the kind of platform the brand enjoys. (Bottega Veneta translates to “Venetian Shop” in Italy.)

As such, they highlight the work of 12 different Italian stores this holiday season by presenting and promoting their products in the advertising spaces, website, newsletters, shelves and windows of Bottega Veneta IRL. Milan (participating stores include those in Milan, Rome and Venice). Yes, the brand is replacing its current clothing and accessories with advertisements for things like pasta by Pastificio Martelli, ceramics by Enza Fasano and olive oil by Olio Vanini.

A Bottega Veneta advertisement in Milan is replaced by the Bottega for Bottegas project.

“In the last few days you may have noticed that our collection was not displayed and that our logo and our products are not present in our communications,” said Bartolomeo Rongone, CEO of Bottega Veneta, in a LinkedIn article about the company’s Bottega for Projet Bottégas. “During the end of the year celebrations, we wanted to offer our visibility to other Italian workshops, the Bottegas. These magnificent entities embody the best of our country’s creativity and deserve to be known around the world.

The company plans to make this project an annual thing and give visibility to more bottegas. See the video, below, for a more in-depth look at the new initiative.

Photos courtesy of Bottega Veneta

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