A Walk in the Park
Bottega Veneta’s latest Maison in New York is discreet luxury at its finest. By Gerald Tan
The modest exterior of the three townhouses that sit on the intersection of New York’s East 64th Street and Madison Avenue belies the treasure hidden behind its red brick walls. It is only after stepping inside, away from the crush of NewYork’s traffic, does the building’s rich wonders reveal and unfold before the eyes.A stone’s throw from Central Park and designed by John G. Prague in the latter half of the 19th century as private residences, the 15,000sqft space now houses Bottega Veneta’s largest store in the world. It is also the brand’s third and newest Maison—a retail concept conceived by Creative Director Tomas Maier that promises a more immersive experience for the consumer. Set inside a personalised space, each Maison is a sublime s display of class and craftsmanship, further complemented by stunning architecture. Like Milan and Beverly B Hills (two cities that welcomed their Maisons in 2013 and 2016 respectively), New York’s fi five-storey outpost has been modelled to evoke the energy of the city it calls home. From the sombre som tones of greys, beige and greens reminiscent of Manhattan’s streets, to the mirrored displays that m mimic sunlight dancing off the shiny surfaces of skyscrapers, this supersized haven is Maier’s love letter to New York. “The process has taken many years,” Maier said in a statement. “But I thin think it was worth spending that time to achieve something on this scale.”
The op opening of the Maison is significant as it harks back to an important moment in the brand’s history: hi The Big Apple was where Bottega Veneta chose to open its first store outside Italy in 1972. 1 Ultimately, the decision to add another boutique in New York’s historic Upper East Side Sid district is motivated by a strategy aimed at drumming up Bottega Veneta’s appeal amon amongst an international audience. “New York is one of the few cities that speaks to the rest of the world,” explained CEO Claus-Dietrich Lahrs.“For this reason, we believe it’s an important investment and statement in terms of size and visibility.”
T To build on the momentum, the brand moved its combined fall/winter 2018 staging from Milan Mila to the American Stock Exchange along Wall Street.“I was thinking about the way of life in th the city, which goes from one extreme to another,” Maier offered in the show notes.To that end, m models walked around a set constructed to resemble an ultra-posh apartment in threads that ranged from jewel-hued lounge wear to plush evening dresses. Maier made sure to pay tribute to the can-d can-do attitude of NewYorkers, too. Be it a dusty purple cashmere trench coat or a sweeping hand-embroi hand-embroidered number, each has been carefully constructed to not only withstand New York’s cold winters, but also live up to the indomitable spirit of the city’s 8.5 million inhabitants. ■