Bottega Veneta Transforms 20,000 Poetry Books into Its Logo

‘A Poetic Conversation’, an interactive poetry installation by Bottega Veneta, launched on April 22nd, 2025, at the Rowing Club in Shanghai, China. Featured thousands of copies of the anthology In Such a Staggering World (Yao Yao Huang Huang De Ren Jian) by poet Yu Xiuhua. Books were arranged to form a three-dimensional Bottega Veneta brandmark, which gradually disappeared as visitors took copies home.

The concept, developed by creative agency LePub, embraced the brand core values of authenticity, artistic expression, and individuality. This ethos was embodied in ‘A Poetic Conversation’ – in fact Bottega Veneta’s immersive and interactive installation brought together the worlds of fashion, poetry, and personal expression transforming the space into a contemplative landscape. More than an installation, it was an invitation to engage and reflect - a shared emotional journey that invited visitors to engage deeply and personally. By taking home a complimentary copy of the anthology, each guest became part of the narrative, extending the experience beyond the space itself.

The creative strategy behind ‘A Poetic Conversation’ was rooted in Bottega Veneta’s core values of understated luxury, craftsmanship, and individual expression. By integrating Yu Xiuhua’s work into the installation, Bottega Veneta established itself as a genuine supporter of culture and the arts, showcasing the brand’s commitment to meaningful artistic engagement.

The project went beyond showcasing a product or artwork - it embraced an environment of participation, allowing guests to immerse themselves in a dialogue between poetry, culture, and individuality. The installation further woven Bottega Veneta’s design philosophy into a cultural narrative, emphasizing the belief that elegance is defined by personal meaning and artistic integrity.

The space became a contemplative landscape, inviting visitors to engage emotionally and introspectively. In fact, each guest who took home a copy of the anthology became part of the narrative, extending the experience beyond the physical space.

A participatory dialogue between poetry, culture, and individuality, rooted in personal meaning and artistic integrity.