The Brief

Celebrate the 100th anniversary of Chanel No.5, by creating an immersive experience around the newest formulation of the scent. A product that is 100 years old presented as fresh and new, had us avoiding using the age, and instead focus on the story and all of the multi-sensorial attributes that make the scent and brand so iconic.

 Approach

Working around the fixed parameters of the space we began to break down the story and its supporting installations by chapter.

Arriving at a name provided incredible direction, leading us to the use of light as a medium.

A blend of analog and digital made this experience magic.

The interactive experiences were created to personify the product attributes, and further the story.

Mademoiselle Chanel’s own life and ambitions would permeate the space in light and spatially placed whispers, carrying the story.

Finding the balance of tactile and digital, the pulsed side of the experience led to a long communal design station where guests could make post cards, and Chanel would mail them anywhere in the world, for free. Analog and Digital.