The perfume that does not age, that evolves and that over the years has continually reinvented itself, Chanel N.5, today inspires a real Chanel Factory 5, where a body oil is contained in a can, scented bath tablets are enclosed in a tea box.
N ° 5 becomes the inspiration for a project between the cosmetic and the artistic that winks at Andy Warhol’s Pop Art and distorts 17 everyday objects, to demonstrate once again that luxury also resides in the experience that these objects allow us to live.
Perfume N ° 5, which turns 100 this year, has continually adapted to the times over the course of a century, astonishing and surprising generations of women and men. To celebrate its centenary, the Maison Chanel has imagined this special collection, to be discovered directly on its production site, specially reconstructed for the public.
CHANEL FACTORY 5
Like a dream factory, the Chanel Factory 5 represents a return to the essence: the approach begun with Gabrielle Chanel and her willingness to break the rules and break free from conventions. Through this concept, Chanel proposes a return to the first packaging of N ° 5, which was a simple laboratory bottle, a functional object that has become luxurious and iconic. This is the philosophy that is celebrated by the Chanel Factory 5: the idea of the first bottle that has always remained present and that still accompanies N ° 5 today.
“By extrapolating commonly used objects, popular by definition, from their context and dressing them with the graphic codes of N ° 5, we went back to Chanel’s first creative gesture: that of taking a functional object and transforming it into a luxury object, into an object of desire. The aim of the Parisian pop-up and the Chanel Factory 5 collection is to offer the experience of luxury in everyday life, ”he explains Thomas du Pré de Saint Maur, Head of Global Creative Resources Fragrance and Beauty.
The project aims to reconcile two universes: the factory of consumer products and the codes of a luxury Maison and its iconic perfume, N ° 5. It is also a tribute to Pop art, which transformed everyday objects into works of art. Maison Chanel pushes this concept to the extreme and presents its new collection through an immersive experience. “To celebrate 100 years of N ° 5, Chanel Factory 5 also reminds us that youth is first of all a state of mind: it is the desire to dare, to preserve the freedom to be oneself beyond conventions, not to take oneself seriously, to be light without being frivolous. To have the audacity to prefer the youth of the imagination to the old age of habit. This is what we want to communicate with our collection ”, continues Thomas du Pré de Saint Maur.
“The products we use most often can have the same value as those we keep for
Special occasions. It all depends on the experience that these products allow us to have ”, explains Thomas du Pré de Saint Maur.
The collection will be on sale worldwide from 29 June and will be in Limited Edition. In Paris, on the occasion of the launch, a Pop-up was set up and in Italy it will be distributed exclusively at Chanel Fragrance and Beauty Boutiques and on Chanel.com, as well as from mid-July at La Rinscente Milano and Roma Tritone.
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