Bottega Veneta takes over the Great Wall of China to commemorate Chinese Lunar New Year

Bottega Veneta has taken over a part of the Great Wall of China in celebration of the upcoming Chinese Lunar New Year of the Tiger.

The Italian luxury fashion house is commemorating the holiday with a digital screen on a sloped portion of the Great Wall that features Happy New Year written in Chinese alongside its logo in green and orange (a symbol of luck in Chinese).

Besides the homage, Bottega Veneta has pledged to donate in support of the renovation and maintenance of the 'Shanhai Pass,' the starting point of the eastern end of the Great Wall which is historically known as the 'First Pass Under Heaven.' It has also launched a Chinese New Year capsule in flamboyant orange with a campaign starring Asian models, He Cong and Wang Chenming.

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