Lose yourself in Bottega Veneta’s parakeet-green maze in Seoul

Lose yourself in Bottega Veneta’s parakeet-green maze in Seoul

The Italian label has erected a maze in a car park in Seoul, coloured in its signature vibrant hue. Dare you enter the shearling-lined labyrinth?


Gaming, in its physical and digital iterations, has emerged a winner when it comes to its prevalence in the fashion world. Today, there’s a whole playground of styling- and dressing-inspired games and apps to engage with, including Drest and Ada, and fashionable skins to flaunt on Animal Crossing, League of Legends, and Fortnite. Brands have geared up their gaming instinct IRL too. For Dior’s S/S 2022 runway show, the label erected a board game-inspired show set, designed by Italian artist Anna Paparatti. 

Bottega Veneta has also amped up its competitive spirit. In a car park in Seoul, South Korea, the Italian label has launched ‘The Maze’, a labyrinthine triangular construction that extends over 16m, emblazoned in the label’s signature parakeet-green tone.

Bottega Veneta ‘The Maze’: Get lost in the brand’s shearling-swathed labyrinth

Bottega Veneta The Maze interior lined with fabric

The maze design riffs on the motifs, textures and tones that creative director Daniel Lee has instilled in the label: think the triangular shape, familiar on clothing and accessories, the verdant hue, and the tubular fronds of snuggly shearling that line the maze’s interior. For A/W 2021, the brand introduced a chubby shearling coat into its repertoire, formed from padded tails of turquoise and post box-red fabric.

Bottega Veneta’s immersive maze experience in Seoul is one of several interventions from the brand across the globe. The brand has also opened a pop-up shop in east London – complete with space-age metallic sofas and brightly painted exposed interior fittings – and on 21 October 2021 it showcases its Salon 03 fashion show in Detroit. 

Keen to make your way into the metal mesh passageways of ‘The Maze’? We suggest you take a trail of breadcrumbs with you to ensure an easy escape route. Although, considering the alluring green tones of its inner sanctum, and those snuggly shearling-lined walls, you may never want to leave. §


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