Bottega Veneta recently unveiled an interactive poetry installation called ‘A Poetic Conversation’ at the Rowing Club in Shanghai. This unique installation features thousands of copies of the poetry anthology In Such a Staggering World by Yu Xiuhua, one of China’s most well-known poets. The books are arranged to form a 3D display of the brand’s logo. Visitors to the installation are invited to take home a free copy of the anthology.
Yu Xiuhua, born in 1976 in Hubei Province, became famous in 2014 when her poem I Crossed Half of China to Sleep with You went viral online. She is known for her raw, emotional writing that reflects personal experiences and themes such as love, freedom, and disability. Despite having cerebral palsy, which affects her mobility and speech, Yu’s work challenges societal views on disability and explores romance and self-expression with honesty and depth.
Bottega Veneta, a brand known for its understated luxury and no-logo philosophy, aligns closely with the themes in Yu’s poetry. The brand emphasizes authenticity and individuality, which is reflected in its designs that allow wearers to express their unique identities. With this installation, Bottega Veneta invites visitors to experience a personal connection with Yu’s poetry, with the brand’s logo gradually disappearing as guests engage with the books. In this way, the installation celebrates the idea that true luxury lies in personal meaning, not in visible branding.
The special edition of In Such a Staggering World also includes a When your own initials are enough poster and a bookmark with a new poem by Yu inspired by the brand’s tagline.
This is the second time Bottega Veneta has collaborated with a prominent poet this year, following its event with Patti Smith at Milan Fashion Week. The brand continues to champion the arts and personal expression, demonstrating its commitment to both culture and individuality.
Credits
Global CEO, LePub / CCO, LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co-Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director, LePub Singapore: Stephan Schwarz
Creative Director: Marie Poumeyrol
Creative Director: Sandra Bold
Associate Creative Director: Yucy Wang
Associate Creative Director: Giuseppe Vescovi
Art Director: Joao Araujo
Copywriter: Ruben De Barros
Head of Client Services: Giada Salerno
Account Director: Lucia Nani
Global Chief Strategy Officer: Bela Zeimann
Global Chief Strategy Officer: Sol Gahfoor
Strategy Director: Iva Boksic
Global Head of PR & Communication: Isabella Cecconi
Chief Production Officer: Francesca Zazzera
Head of Production: Federico Fornasari
Head of Video Production: Anna Sica
Producer: Edward Petrea
Editor (Case): Enrico Munarini
Color Grading (Case): Luca Parma
