№5 Culture Chanel

Brand-2

The situation—

In celebration of the hundredth anniversary of Coco Chanel’s masterpiece, N°5, the iconic brand arranged an exhibition which would bring Chanel’s influences and references to life in Paris’ iconic Palais De Tokyo.

The challenge—

Design a brand and marketing campaign for the experience, entitled N°5 Culture Chanel. Our goal was to create an identity at once as ephemeral and elusive—yet instantly iconic—as the fragrance and Coco Chanel herself.

The solution—

After poring over historical documents and exploring numerous design directions, we decided to create something new from existing references: a synthetic image of the N°5 bottle which was drawn from dozens of unique designs across the decades. 

iPhone_Iso_2280_Chanel_01

A dedicated site experience collected and cataloged each of the one hundred pieces from the exhibit, revealing the influences and points of reference which shaped Coco Chanel’s life and work.

This unique image—a bottle, pictured empty, suggesting a story not yet at its end—became the iconic visual for collateral designed by our team and other collaborators selected by the brand.

Program
Invite
Book
Poster

Serving as a narrative guide and reference source for the exhibition, we designed the digital experience to be elegantly simple to navigate. It was designed as a responsive site for use on visitors' phones during the exhibition.

Out-of-home and print advertising blanketed Paris for the weeks leading up to and through the opening of the exhibition, the simple visual identity a reductive contrast to the bustle of the city.

OOH-4
OOH-3
Print-Ad-2
Print-Ad-1
OOH-2
OOH-1
Brand
View