A glass of expensive champagne on a swanky rooftop bar just doesn't cut it in the competitive world of product launches, which are all vying for VIP attendees and press coverage.
Chanel decided to think outside of the square for the launch of the brand's new perfume, ‘Eau première,’ staging the event at a private Parisian apartment. Chanel recruited acclaimed set, window and interior designer Jean-Marc Gady
to create an experiential event for guests, a "scenography" tasked with bringing the new fragrance and the heritage of the brand to life. Gady has created spaces for the likes of Louis Vuitton, Moet & Chandon and Apple.
The designer transformed the apartment into a set, which guests were encouraged to explore as the event played out. While they played with artfully arranged test sprays, a fountain sent drops of the new fragrance into the air, sweetly permeating their senses. The evening ended with the unveiling of large format photographs of Chanel's iconic "faces" over the years, from Marilyn Monroe through to Nicole Kidman. - Lisa Evans