Brian Allen

Next to the High Line in New York City, we designed and erected an immersive art experience celebrating the release of Chanel Nº5 Eau Première.

A massive LED structure in the shape of the iconic Chanel bottle lined the outer structure of the experience and gave it its form. Throughout, the experience it became a canvas for choreographed visual expressions of the fragrance. At night its bright colorful light even sparked a few Instagram photoshoots.

Within the installation, we crafted a journey that told the story of Chanel’s newest fragrance and visualized its ingredients. 

Visitors first encountered custom digital infinity pools continuously pumped hundreds of gallons of water that revealed fragrance notes at the wave of a hand. 

Next, guests took a deeper dive into each note of the release by plucking rays of light each responding with a corresponding ingredient and musical note. 

Finally, guests passed our anamorphic bottle sculpture projection mapped with cascading animations of light, and onto the first experience with the scent. Visitors approached a visual depiction of the classic bottle and experienced the scent for the first time.

Outside of the main experience, visitors created their own postcards using the iconography of the brand that were mailed to friends and family around the world.