The brief was clear: how can we propose an experience that is memorable, never seen before, shoppable and to the myth of the Chanel n°5

We had 3 key objectives:

- Engage users and make them discover the 17 products limited edition collection

- Sell these 17 products globally

- Make something unforgettable

Chanel Factory 5 is an interactive experience, entirely modeled in real-time 3D thanks to webGL technology, which allows the user to discover the magical universe of the factory.

A space that combines refined decors, like the design of the products in the collection, and factory machines, where each plays a specific role in the manufacture of the products. The sound design has been particularly meticulous in order to create a unique and contextual sound universe for each of the rooms in the Factory.

The proposed experience is unique due to the complexity and quantity of the elements that make it up, but also because the 17 products can be fully manipulated from their product sheet:

- in real-time 3D to discover them from all angles,

- in augmented reality from a mobile, to display them in a real environment.

All of these products were available for purchase from the site.

The ambition was to celebrate the richness of Chanel imaginary.

N°5 becomes ICONOCLAST with "the N°5 factory".

The aim is to create the desire around the use of N°5, transformed in everyday products.

A way of reminding us how essential N°5 is.

N°5 transforms your daily life. Even if it is diverted, it remains iconic.

The audience was composed as follow:

- Chanel n°5 fans

- Chanel fans

- Mainstream audience

Chanel Factory 5 experience had to make the perfect compromise between an experiential and an e-commerce website.

It relied on Chanel brand identity and design system, though we could enrich them for the experiential purpose.

Proposing a full real time 3D was a first for Chanel. The main challenge which was both artistic and technical, was to display rich and complex decors for the largest possible audience and range of devices / browsers.

The website was implemented into chanel.com platform and rolled out on 38 markets.

For Asian markets, the experience was also delivered on WeChat and Tmall.

During January and end of June 2021, the project was divided into two main parts:

- First one was the co-conception and creation in a 3D environment of the factory. All the decors, animations, transitions were validated through animated storyboards.

The whole collection of 17 products had also to be modelized in 3D and to be optimized for real time 3D and AR.

- The second part was all about developing the 3D webGL viewer and engine to make the factory website alive, and also integrate a product navigation page, and finally the template for the 17 products pages. Another technical challenge was to connect the experience to Chanel product data base, to manage the whole e-commerce check-out.

For confidential reasons, we cannot provide unfortunately concrete data of performance on this project today.

Two facts here

70% of the users choose the immersive experience and spend entertaining time while sales were still performing very well.

Within hours, the whole stock of the 17 products was sold out.

Will provide more information within 48 hours.