Chanel: pop up luxury cinema

Chanel has just wrapped up an exclusive in store campaign at London’s Selfridges for its Coco Mademoiselle fragrance, which took its latest TV ad campaign and turned viewing it into a luxury experiential event.

In order to promote it’s newly released commercial, staring actress Keria Knightly, the brand constructed a pop-up cinema, housed in a giant sized Coco Mademoiselle perfume bottle on the shop floor of the famous department store.

The five metre high ‘Chanel Cinema’ encased in the replica of the bottle showcased screenings of the new ad, along with exclusive behind the scenes footage and an interactive tour of the Selfridges beauty hall, from the luxurious surroundings of a uniquely bespoke Chanel interior.

The screenings rotated every ten minutes and were open to only a handful of participants each time. In addition to the cinematic action those involved were also tasked with answering questions about the company’s founder (Gabrielle Chanel) in a beauty quiz that would in turn see them rewarded with a ‘luxurious souvenir’.

The in store activation ties in nicely to the TV ad campaign, taking a consumer on a journey into the very heart of the brand. From the initial impact of the bottle-based cinema itself, to the detail within (such as the motorbike helmet Kiera wears in the ad), right through to the limited edition Coco Mademoiselle Eau de Parfum on sale exclusively at Selfridges counters.

Fashion blogger Boy Meets Fashion has some particularly good shots of the interior and exterior of this promotion, which you can view here.

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