Chanel Celebrates No. 5 Fragrance With London Pop-Up Store

Chanel is celebrating the one centesimal birthday of its legendary No. 5 perfume like many people are celebrating our birthdays after almost a 12 months of lockdowns and Zoom events: it is going massive. Back in May, the French style home created a movie collection that examined each the cultural and mental significance of movie star on the world, highlighting the truth that after 100 years, Chanel No. 5 is principally a star in its personal proper. And this month, it launched a covetable limited-edition No. 5 assortment accompanied by an immersive in-person expertise at Selfridges in London.
Image Source: Chanel
The 17-piece Chanel Factory 5 assortment sees the enduring scent repackaged in varied mundane family objects — all of which have been coated within the perfume’s signature black and white packaging. With a nod to the Pop Art motion of the ’60s, the model stashed No. 5-scented tub tablets in a tea tin, bathe gel in a paint can, and physique oil is a burette. The vary additionally features a few non-beauty objects which are certain to promote out quick, like a glass water bottle labelled “No.5 L’eau”, and the chicest packing tape we have ever seen.
All of those high-end on a regular basis objects not solely present with some severe Instagram sweet and ornamental objects for our houses (that Chanel tea tin already has a everlasting spot on our vainness), however in addition they provide up commentary on the which means of luxurious, just like the operate of Andy Warhol’s Campbell’s soup cans or Roy Lichtenstein’s comic-strip work besides as a substitute of high-quality artwork, the medium is high-end fragrance.
Image Source: Chanel
“There might be as a lot worth in merchandise that we use usually as in merchandise that we use for very particular events. It’s all concerning the expertise these merchandise offer you, Thomas du Pré de Saint Maur, Chanel’s head of worldwide artistic assets perfume and sweetness, stated by way of press launch. “By taking common client objects out of their context and dressing them up within the aesthetics of No.5, we return to Chanel’s first artistic gesture: that of reworking a practical object right into a fascinating luxurious merchandise. That’s what Chanel Factory 5 is all about: providing the expertise of luxurious in on a regular basis life.”
Image Source: Chanel
To have a good time the launch, the model took over and remodeled the Selfridges Corner Shop right into a Chanel No. 5 Factory, permitting you to witness robotic arms waving feather dusters and fragrance bottles gliding on conveyer belts while procuring the gathering. Designed to appear to be a (very fancy) client items manufacturing facility, the immersive, Instagram-friendly house is nearly totally black and white, punctuated by vivid main and secondary colors that flash on giant video screens hanging from the partitions and line the glass instances filled with merchandise — echoing each the No.5 packaging of the No. 5 perfume and the gathering’s nod to Pop Art and popular culture.
Image Source: Chanel
The Chanel Factory 5 is open to the general public from 5 July and can run till the tip of the month. If you are unable to make it to London, or nonetheless not able to attend a giant in-person expertise (which is totally comprehensible by the best way), Chanel additionally presents a digital model for individuals who nonetheless need to expertise it. Keep studying to take a look at (and store) the Chanel restricted version Factory 5 assortment.

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