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Chanel No 5 celebrates its 100th anniversary with Chanel Factory 5 pop-up in Selfridges

The French house marks the centenary of the iconic fragrance with its new Chanel Factory 5 collection

It’s been 100 years since Gabrielle ‘Coco’ Chanel launched what was to become one of the most iconic fragrances in the history of scent – Chanel No 5. To mark the centenary, the French couture house has launched Chanel Factory 5, a limited-edition 17-piece bath and body collection across a series of global interactive pop-ups, including Selfridges in London which opens today and runs until 31st July.

Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100

Selfridges’ innovative Corner Shop is home to a new pop-up from Chanel where customers will be able to purchase the maison’s new 17-piece bath and body collection, Chanel Factory 5, to celebrate the 100th anniversary of the iconic scent.

Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100

From body cream and soap to the Eau de Parfum, all the products have No 5 as their sole ingredient. The twist comes in the packaging, which has been inspired by everyday objects in deference to Coco Chanel’s lifelong ethos to forever challenge the norm, and her desire to be free from constraints and always have an ability to reinvent herself. 

Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100
CHANEL
N°5 The Bath Tablets 10x17g
Chanel Factory 5 Collection
£56
Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100
CHANEL
N°5 The Body Lotion 200ml
Chanel Factory 5 Collection
£48

Hence you’ll find the shower gel packaged in a paint can, body oil in a burette and bath tablets in a tea tin. And, in a further twist of genius, the iconic fragrance comes in its original 1921 packaging – a simple laboratory bottle.

“By taking popular consumer items out of their context and dressing them up in the aesthetics of No 5, we return to Chanel’s first creative gesture: that of transforming a functional object into a desirable luxury item. That’s what Chanel Factory 5 is all about: offering the experience of luxury in everyday life,” explains Thomas du Pré de Saint Maur, Chanel’s Head of Global Creative Resources Fragrance and Beauty.

Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100
CHANEL
N°5 The Soap 90g
Chanel Factory 5 Collection
£40
Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100
CHANEL
N°5 The Shower Gel 20x6ml
Chanel Factory 5 Collection
£56

To further reconcile the consumer goods factory with the codes of a luxury house and in a nod to Pop Art – the bold and colourful product shots serve as a nod to Andy Warhol’s famous depiction of Chanel No 5 in his “Ad Series 1985” – Chanel presents the unique collection through an immersive experience at a series of global interactive pop-ups. 

International shoppers can visit the other experiential pop-up Chanel “factories” located in Paris, Monterrey, Seoul, Chengdu, Hong Kong, and Kyoto.

Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100
CHANEL
N°5 The Shower Gel 500ml
Chanel Factory 5 Collection. Limited Edition.
£56
Chanel Factory 5 Pop Up at Selfridges: Chanel No 5 is 100
CHANEL
N°5 The Body Cream 150ml
Chanel Factory 5 Collection. Limited Edition.
£60

At the pop-up in London’s Selfridges, which opens today and runs until 31 July, expect a factory-type setting, designed to be both offbeat and entertaining, with the new products passing along mechanical conveyor belts through various work stations until they end up in the factory store.

“As No 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,” concludes Thomas du Pré de Saint Maur.

Chanel Factory 5, The Selfridges Corner Shop, 400 Oxford Street, London, W1A 1AB
5 July to 31 July

chanel.com

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