Chanel is putting major support behind its Factory 5 launch that marks the centenary of its Chanel N°5 fragrance and has now linked up with Selfridges for a pop-up in Selfridges’ prime Corner Shop location on Oxford Street, London. The Chanel Factory 5 residency underlines the importance of the products and comes as Chanel is opening a number of pop-ups for the launch this summer.
These are imagined as theme parks dedicated to N°5, mixing the black and white identity of N°5 and the bright colours of pop culture. The experience is intended to be entertaining and synchronises well with the DNA of the Corner Shop, a ‘retail-tainment’ destination. Selfridges is expecting a major sell-out for Factory 5 and has limited purchases to one item of each Chanel Factory 5 product and one order per person.