On Tuesday, July 4, 2017, Chanel unveiled its new fragrance Gabrielle Chanel during a private reception at the Palais de Tokyo in Paris. The launch is the culmination of an exceptional year dedicated to the founder of the House, who, on the heels of the Gabrielle bag launch, is now being celebrated with a luminous and solar fragrance created by Olivier Polge in collaboration with the Chanel Fragrance Creation and Development Laboratory. A few short hours after the Chanel 2017-2018 Fall-Winter Haute Couture Collection show, guests were introduced to the world of the Gabrielle Chanel fragrance through an immersive experience.
The launch was staged to reflect Gabrielle Chanel‘s personality: choose your destination, take your own path, become the person you want to be and stay true to yourself. Walls lined with faceted movable mirrors reflected images that multiplied and disappeared as guests moved through the space, and thus served as the antechamber of a maze peppered with Mademoiselle’s favorite quotes. Like an anamorphosis, a giant mobile gave viewers the impression of diving into the heart of the golden-hued fragrance.
Scented niches provided guests with the opportunity to smell the main ingredients of the fragrance (ylang-ylang, orange blossom, jasmine and Grasse tuberose). A room plunged into darkness projected a hologram—an allegory of the bottle exploding into a bouquet of flowers. The scent of the new Chanel fragrance wafting through the air only heightened the experience. The bottle was then revealed in a majestic play of shadow and light. The journey came to an end with the exclusive showing of the new advertising film for the Gabrielle Chanel fragrance, slated for release on September 1, 2017.
Ambassadors and friends of the House in attendance included Kristen Stewart, the face of Gabrielle Chanel, along with Pharrell Williams, Katy Perry, Cara Delevingne, Caroline de Maigret, Gaspard Ulliel, Alma Jodorowsky, Kaya Scodelario, Ines de la Fressange, Cécile Cassel, Alessandra Mastronardi, Blanca Li, Rossy di Palma, Zhou Xun, Liu Wen etc. Guests were treated to a music performance by Pharrell Williams in the presence of Karl Lagerfeld and danced until the break of dawn.
Caroline de Maigret
Photos and video: Courtesy of Chanel