The fifth sense: How Chanel and i-D Magazine celebrates female creativity

Looking to play a meaningful and emotional role in the life of millennials, Chanel partnered with i-D magazine to create a 360-campaign aimed at creative young women.

i-D is Chanel’s first ever publishing partner, drawing connections between their consumer base which includes progressive young people. “The fifth sense”, a multi-sensory project, was then designed to be both digital and physical – because even in a digital age we cannot forget the importance of the tangible.

The first artist commissioned was Es Devlin, a globally renowned stage and set designer. She created an immersive experience connecting scent and memory through four rooms in an installation in Peckham. The second room, named the Mirror Maze, was inspired by the famous Coco Chanel staircase in Rue Cambon and invited viewers to lose themselves inside of labyrinth of reflections and scents.

The custom scent and therefore, exhibition lasted for 5 days only and will be touring globally in 2017.



The digital side of the project celebrates female creators, with daily posts on the i-D website.



Loved it? Our Global Chief Content Officer, Carla Buzasi, moderated a panel where we learned about the amazing collabs between Chanel x i-D, Google x Levi’s, Rihanna x Samsung with the AntidiaRy and feelunique bespoke customer experience at the last Connections Le Book London. Attend the upcoming Connections Le Book events to know more about the impact of technology on branding and communications.


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