1. Chanel Are Dreaming Of A Rouge Christmas
For years, Chanel’s iconic No. 5 fragrance has remained an unchanged classic. That is until the brand gave their signature packaging a mesmerising festive makeover with a limited-edition range of bottles.
The simple, rectangular bottle gets to retain its shape but takes on a bold new colour for the upcoming festive season - red.
Dig into Chanel’s history and you’ll find Gabrielle Chanel’s love affair for red started in 1924 when she used an intense vermillion red for her first lipstick. Now, paying homage to all things rouge, an exclusive beauty pop-up space in Singapore puts Gabrielle’s favourite hue under the spotlight.
Split into three different segments, known as the Red Factory, Red Corridor and Red Bar, the space celebrates red in a multitude of art forms, textures and indulgences adopted by the brand throughout the years.
The Red Factory’s Instagrammable displays and interactive makeup stations allow guests to experiment and play around with the festive collection.
Celebrating the limited red edition of the N°5, the Red Corridor immerses guests to feel as though they are in the bottle itself.
Beyond the Red Corridor is a lounge known as the Red Bar; an intimate and relaxing space for fans of the brand to unwind and sip on specially concocted red cocktails.
2. Mulberry Lights
Mulberry has kicked off its #MulberryLights festive campaign, which “celebrates how light, colour, shapes and people come together to create a modern British Christmas”, with a series of interactive, in-store experiences.
Take a photo inside Mulberry’s light studio, tagging the campaign line, for a chance to win festive prizes, dispensed via an in-store vending machine, in a bid to drive footfall.
The top prize of a £1000 gift card will be won by one customer each day. Smaller prizes of small leather goods, festive chocolate and stickers will also be dispensed.
Shoppers in London, Manchester and Edinburgh will be encouraged to share their #MulberryLights moments via a series of stickers, fly-posters and projections as the activation tours around the UK.
3. Maison Margiela Want You To Gift Memories
There’s not a festive cliché in sight as Maison Margiela open their Christmas fragrance pop-up in Los Angeles. Instead of all the sleigh-bells and whistles, the luxury fashion and beauty house want you to share memories with your lucky loved ones.
The temporary ‘Replica’ store is home to the label’s entire 10-piece perfume collection – a series based on familiar scents and moments over time. There’s Lazy Sunday Morning, Funfair Evening and Flower Market, all of which smell exactly how you would imagine.
As well as being able to shop the collection, visitors will be offered the chance to personalise their purchases.
From custom gift-wrapping to label personalisation and the opportunity to use a personal photo to create a one-of-a-kind fragrance pouch.
Alexandre Choueiri, president of L'Oréal's international designer collections believes, “The pop-ups that work the best are those that have a very specific point of view, and experience that is new and different. The ones that get lost in the crowd are pop-ups where we expect consumers to go and stand in a line while they have the same services and products they might have in a department store nearby.”
For brands like Chanel and Mulberry, heritage and craftsmanship are no longer enough – they are a given. In a new world of luxury, brands that create playgrounds and activations that satisfy our craving for unique and valuable brand experiences (whilst simultaneously fuelling content creation for our increasingly plugged-in, digital lives) are winning out.
SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge? Get in touch - firstname.lastname@example.org