Bottega Veneta – Marie Jourdren

Bottega Veneta — Digital Strategy & Brand Content

CLIENT. BOTTEGA VENETA — 2014-2017

ROLE. CREATIVE DIRECTOR

CONTEXT.

Far from the glitz, Bottega Veneta embodies a quiet luxury for connoisseurs — craftsmanship over logos, mastery of materials over spectacle. Working with a brand that values understatement above all else means the digital expression has to match: nothing loud, nothing obvious, everything precise. The ongoing quest for the transmutation of raw material — classicism and vision — is what guided every piece we created.

APPROACH.

I built the brand platform for the Knot — “Transcending the Material” — positioning the iconic clutch as a manifesto for Bottega Veneta’s philosophy: the transmutation of raw material into something that transcends its origin. From there, I led the creative direction across several projects, including the digital campaign for the 50th anniversary at the Accademia di Belle Arti di Brera — with content inspired by the academy’s artistic heritage.

WORK.

The Knot — capsule and digital exhibition framing the Knot as the first statement piece of the house. Shoe collection — digital film presenting the collection as cinema. 50th anniversary at the Accademia di Brera — social media campaign and digital content. Project of a documentary film on the house’s savoir-faire, shot at the Accademia Labor et Ingenium in Montebello Vicentino. All designed to serve a brand where the loudest statement is silence.