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Bottega Veneta Bows in New England

Bottega Veneta takes pride in not having a logo, but the brand flaunts its signature woven leather as a hallmark in its first New England store.

Bottega Veneta takes pride in not having a logo, but the brand flaunts its signature woven leather as a hallmark in its first New England store.

The woven pattern is used on handbags, key fobs, bracelets and even etched into sunglass frames scattered throughout the 2,016-square-foot store that opened Nov. 1 at the Natick Collection in Natick, Mass.

“Our customers are those who do not need a logo and, in fact, shy away from them — really they are the sophisticated elite,” said Patrizio di Marco, chief executive officer.

Bottega Veneta would consider opening a second store in downtown Boston, should suitable space become available, he said. The new shop is in the recently opened luxury complex about 20 miles west of downtown, near Neiman Marcus, Louis Vuitton and Burberry. Gucci is to open at Natick next year.

The Bottega Veneta store design adheres to the brand’s 16 other U.S. units. In a scheme prescribed by creative director Tomas Maier, the unit features low lighting, a neutral ivory and taupe colors and a slightly masculine array of sleek, dark cabinetry with leather pulls.

Handbags receive the most space, occupying the front half of the store. A wall grid of handbags to the right of the entrance serves both as display and art installation. The museum feel is heightened by a wall of locked, glass cabinets featuring an array of small goods, such as a $5,000 crocodile clutch with a silver-knot clasp. Luggage is stacked at the center.

Ready-to-wear and shoes, including a modernized pair of Victorian lace-up boots with the buttons suggested by leather-covered discs, are tucked in the back half of the store. Prices range from $140 for a leather bracelet to $15,000 for a crocodile handbag. A laminated python handbag in a coral hue, $4,900, stands out as one of the flashier styles in a subdued array of browns, blacks and tan leather goods.

This story first appeared in the November 20, 2007 issue of WWD.  Subscribe Today.