Bottega Veneta Launches a ‘Theatre of Joyous Distraction’ Just in Time

Jonathan Kendall

Bottega Residency logo-01
Image courtesy of Bottega Veneta

At this current moment, many people feel anxious—even scared. One minute we were living our lives, as we always had, the next thing we know we’re binge eating end-of-the-world snacks and walking in aimless circles around our homes. If you look at the headlines only, the world seems a frightening place. However, there is still light to be found. It’s a fact that Bottega Veneta is trying to sing into the loudspeakers.

Starting this weekend, the luxury brand will be launching an initiative—dubbed the “Bottega Residency”—to inspire and empower people for the weeks ahead. “Creativity and strength lie at the heart of Bottega Veneta,” says Daniel Lee, the Italian house’s creative director. “In this highly distressing time, we feel a responsibility to celebrate those values and ignite a sense of joy and hope in our community and beyond.”

Though it may be touted as a “distraction,” this initiative is more of a practical escape. To be the best for ourselves and our families, we need to take moments to pause and build ourselves up from within. This doesn’t just keep us sane, but it gives us energy to keep striding forward. To combat feelings of loneliness and worry that have permeated the past few weeks, Lee has devised of virtual line-up of muses and talents that are sure to entertain viewers throughout the week.

For each following week during the quarantine period, a new curator will take the helm and develop an itinerary of larger-than-life guests to hold space with on the brand’s website—from writers to film directors to musicians to rising-star chefs. If you’re interested in taking part, you can also check out Bottega Residency’s programme through Instagram, YouTube, Apple Music, Spotify, Apple Music or SoundCloud.