Chanel Factory 5 concept was made to celebrate the 100th anniversary of the most iconic perfume: Chanel n°5.

To do so we have co-imagined a universe inspired by the codes of manufacturing and the production chain of products, and which tells all the magic around the transformation of the Chanel n°5 perfume into 17 new products, giving life to this ephemeral collection.

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

We had 3 key objectives:

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

- Sell these 17 products on a globally accessible platform

- create an unforgettable experience

The 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 through a scroll and gyroscope experience.

A space that combines refined decors and factory machines, where each department plays a specific role manufacturing the products. The sound design has been particularly meticulous in order to create a unique and contextual sound universe for each one of the Factory’s departments.

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

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

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

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

The ambition was to create the desire around the use of N°5, transformed in everyday products and celebrate the richness of Chanel’s fantastic imaginary.

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

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

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

The audience was composed as follows:

- Chanel n°5 fans

- Chanel fans

- Mainstream audience

To deploy this international campaign, an omnichannel system has been set up:

- Outdoors

- Pre-roll

- Pop-up stores in 12 major cities (Paris, Shanghai, London, New York etc.).

- Dedicated corner in department stores, airports, perfume and beauty distributors.

An event, experiential and e-commerce site: The staging of the Chanel Factory 5 in digital version was created for a brand new experience.

Finally, the takeover of the Chanel Instagram account :

With 46.3 million subscribers, this canal offers unparalleled visibility to any brand statement.

Cultivating the art of teasing and discretion to perfection, Chanel first published videos (real and stories formats) that unveiled the Factory, not without retaining an important part of mystery.

On the day of the launch, an account takeover took place, with a total discovery of the universe of the Factory before revealing the 17 products drop by drop daily, through videos and beauty shots.

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.