Bottega Veneta Makes a Lavish Home for Venetian VICs

Over the past few years, luxury fashion houses have gone to great lengths to court what they deem “very important clients” (VICs). It’s not uncommon for loyal spenders to fuel up to 40 percent of a label’s sales, especially as wealthy shoppers continue to seek hyper-exclusive products and experiences post-pandemic. Kering, in particular, has led the charge on strengthening one-on-one relationships with valued clients through tailored offerings at the by-appointment-only Gucci Salons located above its boutiques in Beverly Hills and on Fifth Avenue, as well as Balenciaga’s newly opened couture store in Paris. Chanel has opened private boutiques for top clients in key Asian cities; Dior enlisted Dimore Studio for a lounge reserved for well-heeled VICs in Doha.

Now, Bottega Veneta is following suit. The Italian label is preparing to unveil a “creative and cultural residence” in Venice that offers VICs a more intimate look inside the Bottega Veneta universe. Located in Palazzo Soranzo Van Axel, a 15th-century gothic palace in La Serenissima’s secluded Cannaregio district, the soon-to-open Palazzo Bottega Veneta will feature interiors, artwork, and furnishings curated by creative director Matthieu Blazy. The services aren’t unlike those at Gucci Salons: private dressing consultations, red carpet fittings, early access to the brand’s upcoming jewelry, beauty, and fragrance collections, and curated itineraries aligned with cultural events like the Venice Film Festival and La Biennale.

What sets Palazzo Bottega Veneta apart, though, is a reverence for the label’s roots—and its name, which translates to “Venetian artisanal shop.” Nearly six decades after Michele Taddei and Renzo Zengiaro launched the house as a workshop selling high-quality leather goods in Vicenza, that focus on handicraft perseveres. Around 1,800 artisans based in Italian ateliers still painstakingly craft coveted bags, wallets, ready-to-wear garments, and housewares using the label’s signature intrecciato motif. These roots informed the 2021 Bottega for Bottegas campaign, in which the label handed over its e-commerce ads and window displays to spotlight mom-and-pop studios producing artisan wares of all types. As an extension, some will be given residence at Palazzo Bottega Veneta to reach more deep-pocketed buyers.

“Bottega Veneta, unlike many other brands, is not linked to a single founder. It was born of the passion of a collective of people,” Leo Rongone, the label’s CEO, told the Financial Times. “This spirit of community is extremely important to us and goes beyond the brand. There’s a sense of encounter and exchange. What we wanted to do is give a physical space to the spirit.” Even as the market evolves and labels get more creative about how to reach top consumers, it’s refreshing to see Bottega Veneta isn’t losing sight of its roots.

All images courtesy of Bottega Veneta.