Bottega Veneta has entered into a partnership with the Shanghai Photography Center (SCoP), one of China's most renowned photography museums.

Soon after becoming creative director in 2001, Tomas Maier launched the "Art of Collaboration" project, which invites fine art photographers and visual artists to create works that interpret the brand's aesthetic through their own unique perspectives for each season's advertising. In 2016, to celebrate the brand's 50th anniversary, the "Art of Collaboration" exhibition was held at the Ullens Center for Contemporary Art (UCCA) in Beijing, showcasing work by world-renowned photographers who had previously contributed to Bottega Veneta's advertising efforts.

The new partnership will see the brand supporting four major international exhibitions at the SCoP. Upcoming exhibitions at the SCoP include a wide-ranging selection of recent works by internationally renowned photographers. The first exhibition, "Made In Germany: German Photography from the 19th Century to Today," will open in January and will provide an overview of German photography, from Pictorialism to Bauhaus and West German documentary. Regarding the partnership, Tomas Maier said, "Photography is one of my life's passions, and it remains today a form of expression that speaks to the collaborative culture at Bottega Veneta. This type of artistic collaboration is the foundation of everything we create, and our commitment to supporting the arts in general is based on the belief that preserving traditions and local cultures is the only way to ensure a coherent future for future generations. Given SCoP's dedicated efforts to promote greater appreciation of domestic and international photography in China, partnering with the museum was a natural choice."