To celebrate the No. 5 fragrance and its one hundred years of celebrity, Chanel has developed Chanel Factory 5, a revolutionary experience that has made it possible to produce a completely new collection, with No. 5 as its sole ingredient. Seventeen limited-edition products inspired by everyday objects, a reminder that wearing No. 5 transforms the ordinary.
“By taking popular consumer items out of their context and dressing them up in the aesthetics of No. 5, we return to Chanel’s first creative gesture: that of transforming a functional object into a desirable luxury item. That’s what Chanel Factory 5 is all about: offering the experience of luxury in everyday life,” says Thomas du Pré de Saint Maur, Chanel’s Head of Global Creative Resources Fragrance and Beauty.
Chanel Factory 5 symbolizes a return to the essence of the approach initiated by Gabrielle Chanel, her desire to break the codes and free herself from constraints. Through this concept, Chanel proposes a return to the first packaging of No. 5, which was a simple laboratory bottle, a functional object that became luxurious and iconic. Chanel Factory 5 celebrates the fact that through the years, the idea of the first bottle is still present and accompanies No. 5.
From June 29th, Chanel will deploy this industrial scenography in Paris, London, Monterrey (Mexico), Chengdu (Mainland China), Taipei (Taiwan Region), Singapore, Hong Kong SAR, Seoul, and Kyoto.
Chanel Factory 5 is available now at select Chanel beauty counters and online at Chanel.com.