With the majority of the world’s population in quarantine as a result of the novel coronavirus outbreak, eating out, attending a concert, or viewing the latest gallery opening has been put on hold. The venues of these cultural attractions have been temporarily shuttered by national and local authorities to temper the swell of the pervasive disease, which means that any source of entertainment is relegated to what is found online.
This has led many celebrities, media outlets, and brands to ramp up their visibility digitally, with many creating content that allows the masses to get their cultural fill through a screen. Bottega Veneta is the latest company to jump on the bandwagon. The Italian luxury label, seeing the need for many to escape the doldrums of staying at home, is unveiling a virtual program, dubbed Bottega Veneta Residency, which enlists talents from different creative fields to bring a short period of relief from the news surrounding COVID-19.
“Creativity and strength lie at the heart of Bottega Veneta,” said the brand’s creative director, Daniel Lee, in a statement. “In this highly distressing time, we feel a responsibility to celebrate those values and ignite a sense of joy and hope in our community and beyond.”
Spanning all its online platforms—Instagram, YouTube, Weibo, Line, Kakao, Spotify, Apple Music, and its website—Bottega Veneta intends to showcase chefs, artists, writers, musicians, film directors, and designers in what it calls a “laboratory of creativity.” Every day within a given week, the brand will feature an individual from each of these respective fields. The first will be Lee himself, followed by David White, who designed the sets for Bottega Veneta’s fall 2019 campaign.
Indeed, many brands are doing all they can to prevent COVID-19 from spreading further, or are supporting organizations that are aiding those affected by the disease collaterally. Bottega Veneta has yet to announce any support, but it is providing culture during a time when it is lacking. And with all the news bogging us down daily, we could all use the respite.
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