BOTTEGA VENETA AND ‘SALON 02’ EMBODY RUTHLESS REFINEMENT IN NEW SHOREDITCH POP-UP

BOTTEGA VENETA AND ‘SALON 02’ EMBODY RUTHLESS REFINEMENT IN NEW SHOREDITCH POP-UP

by Christopher Kelly
4 min
Alfie White ©

The Bottega Veneta ‘Salon 02’ collection has found a home in the historic hallways of the Redchurch Street Tea Building. Tucked ten minutes away from Spitalfields and the boutiques of Browns East, the new collection marks a continued emphasis on Bottega’s dedication to elegant and understated unveilings that place emphasis on the physical rather than the digital. ‘Salon 02’ will take to the spotlight alongside a carefully curated selection of collaborators, all presenting original artworks. South Korean designer Greem Jeong will merge her masterful ‘mono’ series of doodle inspired furniture within the surrounding of ‘Salon 02’, joining Daniel Gordon and Kwangho Lee as cornerstone collaborators on show.

Alfie White ©

The new store is an industrial-style canvas for creative ingenuity, for both Bottega and its collaborative partners, that exudes a renewed commitment to its leading principles of ruthless refinement and crisp concepts. Minimal signage throughout the space adds to the clear emphasis placed on the sleek and pragmatic pieces of the ‘Salon 02’ collection and a clear focus on events and poignant execution rather than tenuous try-hard ideas and abstraction. The Redchurch Street location in the heart of Shoreditch will remain open until Christmas and will house the treasures of the Salon 2 series until the recently ‘Salon 03’ collection arrives next year.                  

Greem, Daniel and Kwangho are all unified by their deserving and celebrated roles in the new Tea Building base but also by their notable appearance in Bottega’s Issue 02 Journal. Bottega launched its ‘Issue’ digital manifesto following its renegade decision to wipe out its fervently followed social media accounts. The launch of Issue 01 mirrored a familiar shift in contemporary attitudes toward the value of constant digital campaigns that rarely stand out in the murky milieu of Instagram algorithms and amongst the wall of white-noise emanating from Twitter.

Alfie White ©

Since making the dizzyingly bold decision to step back from socials, Bottega has furthered its real-word first rational with one captivating cloak-and-dagger capsule launch after another. Whether it be the stripped-back simplicity of its ‘Wardrobe 02’ collection which saw Slowthai, Skepta and Little Simz stood starkly against a clear white background…or an underground expose in the underbelly of a European city…Bottega is unequivocally in their element when centred around unpretentious authenticity in real-world settings.  

In a recent interview with Highsnobiety founder David Fischer, we touched on the value of utilising the current oversaturation of online content interaction by creating a strong physical world presence through unique pop-up and collaboration launch concepts. When Bottega Veneta launched the predecessor of this recent collection, the ‘Salon 01’ series, they crafted another understated rollout by hosting a secret showcase of private shows. This private show formed the bedrock of the ‘Salon 1’ film and book release launched alongside their Ready to Wear SS21. Once again, they employed a creative real-world exhibition with tangible products to build allure and anticipation around its launch, rather than relying on a diluted social media environment. 

Alfie White ©

The addition of the ‘Salon 02’ collection to the already tantalising riches on offer in every back-alley bazaar and plush boutique in Shoreditch is exactly the news we needed to finish up our Christmas lists. Make sure not to blow past the brilliance of Bottega and the inventive spirit of Greem Jeong, Daniel Gordon and Kwangho Lee by stopping into the sanctuary of ‘Salon 02’.  

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