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Next Tuesday, Chanel will launch a series of in-person and virtual pop-ups, Chanel Factory 5, in the world's largest cities. Dedicated to the world of N°5, the environments are imagined as luxurious modern-day factory meets theme park that will immerse the guest into its black and white identity with added pop culture pops of bright colors.
With a nod to Pop art—a movement that had the ability to transform ordinary objects into works of art—Factory 5 is outfitted in an ultra-modern design that takes an everyday object on a conveyor belt to the hands of a trained Chanel expert for greatness. Playful workstations will come alive to introduce guests to the production line, offering them a look into the priceless value of the storied fragrance.
“There can be as much value in products that we use regularly as in products that we use for very special
occasions. It’s all about the experience these products give you,” said Thomas du Pré de Saint
Maur, Chanel’s Head of Global Creative Resources Fragrance and Beauty. “As N°5 celebrates its 100th anniversary, Chanel Factory 5 also reminds us that youth is above all a state of mind: daring to take a step to the side, to have the freedom to be oneself in spite of convention, not to take oneself seriously, to be light without being frivolous. To have the audacity to prefer the youth of imagination to the oldness of habit. That’s what this collection says to us."
The new N°5 products play with modern-day moments and reimagine the fragrance in new bodies. At first, we see the new body oil in a burette and dissolvable bath tablets in a tea tin. The idea is initiated by the return of Gabrielle Chanel's essence and her unstoppable ability to break free of constraints. N°5's limitless spirit, after all, embodies freedom, sophistication, and the ability to reinvent oneself. Along this thread, Chanel will also return to the very first packaging of N°5. With the fragrant liquid inside, the plain, functional laboratory bottle became an iconic image in the minds of many.
“By taking popular consumer items out of their context and dressing them up in the aesthetics
of N°5, we return to CHANEL’s first creative gesture: that of transforming a functional object into
a desirable luxury item," continued Du Pré de Saint-Maur. "That’s what Chanel Factory 5 is all about: offering the experience of luxury in everyday life.”