Instagram is a typical case of “necessary evil.” If you don’t have it, you miss out on the latest news in, well, everything. If you do have it, you constantly compare in an endless loop of mindless viewing. Instagram does have its good qualities, like when artists share their work or the ability always to find a new restaurant to try; however, Bottega Veneta recently developed a digital journal in a pursuit to let go of the mindless scrolling and trolling that occurs via social media.
Bottega’s new publication is a collection of art that can best be described as joyful. But more than that, it’s eclectic, passionate, and truly brings back what made social media so perfect in the first place: the freedom of creativity and immersing viewers into a new universe of brand-centered content free from distractions. Regarding moving away from social media entirely, Bottega Veneta’s Creative Director, Daniel Lee, told the Guardian, “Social media represents the homogenization of culture. A huge amount of thought goes into what I do, and social media oversimplifies it.”
There is absolutely nothing elementary about this first issue, titled “Summer Madness.” Throughout its contents, you’ll find editorial artwork, illustrations, videos, auditory experiences, 3D motion art, etc. Many of the pages are paired with audio sounds that enhance the visuals, such as a rendering of a gold chain paired with twinkling chimes or people doing parkour with techno beats bumping in the background. It means so much more to see these visuals tucked into their own digital space instead of sandwiched between another monotonous selfie and someone’s dimly lit bowl of yesterday’s spaghetti.
James Lacy is the artist who created the two different covers for the first installments, and the magazine features contributions from creatives such as fashion icon Barbara Hulanicki, photographer Walter Pfeiffer, Elaine Constantine, balloon artist Masayoshi Matsumoto, Storror, Jonathan Frantini, Tyrone Lebon, and endless others. Where social media lacks originality, Bottega Veneta is progressively moving digital art forward in an entirely new landscape. This is a new type of editorial art for a brand that we absolutely want to see more of in the future.