THE WHAT? Chanel opened an experiential space in New York’s The Standard hotel over the weekend in order to promote its signature No.5 fragrance, according to a report published by WWD.
THE DETAILS The ‘holiday destination’, Chanel No.5 in the Snow, as the space was named was inspired by the brand’s holiday campaign and features an ice-skating rink, augmented reality experience, insta friendly backdrop and seasonal refreshments.
The pop up opened from 12th through 15th December, 2019.
THE WHY? Insta-friendly experience sells, and Chanel knows this better than most. It has form with the experiential pop up, having opened a lipstick lounge in London earlier this year and a similar fragrance promotion in the Big Apple last holiday season.