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Bottega Veneta Created A Mysterious Green Maze In A Seoul Parking Lot
By Ell Ko, 22 Oct 2021
Image via Mykolastock / Shutterstock.com
In an unexpected move, fashion label Bottega Veneta has suddenly installed an unmissable, bright green maze in a car park in South Korea. It’s called The Maze, because why complicate things?
Located in the Grand Hyatt, Seoul, it’s upwards of 16 meters (52.5 feet) long, spiraling in a triangular labyrinth with its interior decked out in cozy, snuggly, shearling. Once inside, visitors will have to solve some puzzles to decode the installation’s real meaning.
Despite it being a marketing move, the maze doesn’t feature any of the brand’s products. Instead, as Lifestyle Asia reports, it’s a concept based on the brand’s “codes,” which are defined by its creative director, Daniel Lee.
Some of these visual codes include its triangular shape, which is a key motif across many of the brand’s designs. Additionally, the furry strands throughout the structure—and the endpoint, a photo-op area—are reminiscent of many of the fashion house’s iconic coats.
No detail is missed; its striking green presence borrows the brand’s signature hue, which is dubbed ‘Parakeet’.
Like many of its events, the brand hasn’t revealed much about this installation despite its opening having been attended by some high-profile South Korean celebrities like musician Code Kunst. It’s perhaps unsurprising, though, given that it recently decided to quit social media altogether.
There is, however, a dedicated hashtag for the popup that visitors can use to share their experiences.
[via Wallpaper, image via Mykolastock / Shutterstock.com]
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