Espace Gabrielle Chanel
Last month, Chanel extended an invitation to the Espace Gabrielle Chanel, a Mayfair pop-up staged to celebrate the launch of their new fragrance. Named Gabrielle after Mademoiselle Chanel herself, it’s their first new scent in 15 years — a milestone the brand marked in spectacular fashion, by taking over and transforming the former DKNY flagship on Old Bond Street.
At street level, visitors entered a museum space dedicated both to heritage and to scents. Sprinkled with quotes from Chanel, screens showcased the family of fragrances produced by the house over the decades. Towards the back of the building, meanwhile, a tunnel of faceted mirrors led to an atmospheric cinema space playing the new campaign film, starring house muse Kristen Stewart. Upstairs, a large table anchored an atelier which ran hour-long workshops throughout the pop-up’s lifespan. Visitors were immersed in the history of Chanel’s work as a couturière, educated on the personality of the woman behind the interlocking ‘C’s, and introduced to the house’s long association with iconic fragrances. As a finale, the workshop concluded with a masterclass in Gabrielle itself by a fragrance expert. Blindfolded, you were invited to compare and contrast the notes and subtle undertones.
On arrival, every visitor was gifted a branded tote bag. And whilst the buzz of the pop-up may only have lasted a matter of days, those totes — stamped with the house’s iconic logo — will keep the excitement going, providing plenty of pro bono advertising in the weeks and months to come.