Italy – Luxury brand Bottega Veneta has launched a virtual residency featuring different creatives from a range of disciplines, aiming to provide comfort and respite from negative headlines during Covid-19 isolation.
The residency brings together the voices of writers, artists, musicians and other creators to host sessions across multiple channels including Instagram, YouTube, Weibo and Spotify, alongside a dedicated mini-site. Each week, the residency will feature content from friends and muses of the brand, further bolstering the cultural reach of Bottega Veneta.
Described by the brand as ‘a theatre of joyous distraction’, its first virtual ‘resident’ is Daniel Lee, the brand’s Millennial creative director. He says: ‘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.’
As creatives navigate their way through the current period of isolation, they are tuning into content that helps them stay stimulated and inspired while working remotely. In turn, luxury brands offering audio-visual content in addition to a main product offering can provide further touchpoints for discovery and education. We explore this further in Auralux Experiences.