Daniel Lee and friends celebrate the brand's Miami store with boozy milkshakes, gold-wrapped burgers, and a Soul Clap performance.

Bottega Veneta wants to make its mark in Miami by mixing fashion with french fries. The Italian luxury label recently opened a new boutique in Miami’s Design District, and to celebrate, it is taking over the 24-hour 11th Street Diner—an Art Deco-style Paramount dining car located in South Beach—through December 14. Bottega Veneta put the Midas touch on the diner, coating it in a layer of gold, one of the brand’s signature codes. Rebranded as the Bottega Diner through bright pink neon signage on the restaurant’s roof, guests can enjoy the diner’s regular menu with Bottega flair—burgers come to the table in gold foil and a tiny Bottega toothpick flag in the bun, and french fries are served in white cardboard packaging with the Bottega logo in gold. Coffee cups will also come in branded Bottega cup wrappers and drinks will be served with a gold straw. Salt and pepper shakers and matchbooks also got the Bottega mark. The menus were rebranded with the Bottega logo scribbled across them.

Bottega Veneta kicked off the 10-day pop up on December 4 during Art Basel in Miami Beach with an intimate cocktail hosted by creative director Daniel Lee. Guests, who included Acyde, Ama Lou, Andre Walker, Jean Pigozzi, Kate Bosworth, Laure Heriard Dubreuil, Paloma Elsesser, Princess Nokia, Richie Shazam, and Tremaine Emory, enjoyed diner fare and a spiked milkshake called the All-Nighter—a mix of Kaluah, Baileys, an espresso shot, and vanilla ice cream—served from the classic counter. Soul Clap provided the music for the night as partygoers mingled in the diner’s vinyl booths. The diner represents Lee’s design philosophy for the brand; a gilded experience that combines luxury and fun. Best of all, it combines a classic Miami experience with Bottega Veneta’s chic aesthetic.