Inside Hong Kong’s Chanel Factory 5 Beauty Pop-Up

To celebrate a century of Chanel N°5, the Maison fired up a global campaign that honours the original while taking it into the future with a series of pop-ups around the world, and a limited edition beauty collection centred around the signature scent.

The pop-ups, which in Asia have appeared in Chengdu, Seoul and Hong Kong, are “imagined as theme parks dedicated to N°5, immerse people in a world which mixes the black and white identity of N°5 and the bright colours of pop culture,” the company explained in a statement. “The experience is intended to be entertaining and offers a journey around the 17 products. In a factory setting, the public follows the product through the various production line workstations and ends its journey with a visit to the factory store where they can watch playful, offbeat demonstrations.”

Stepping into Chanel Factory 5 in Hong Kong, it’s as if I were Alice and I had fallen into some version of a Chanel wonderland, where oversized products tower over guests and videos projected on the walls fill the mostly black and white space with vibrant colour.

At one end of the room, two men in identical lab coats and glasses monitor the Chanel Factory 5 production line – a much brighter and better-looking version of Tweedle Dee and Tweedle Dum, one might say.

Chanel Factory 5 certainly leaves one “curiouser and curiouser”, especially when it comes to the limited edition beauty collection.

07/12/21

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