Chanel are heading into the direction of the digital age with the exhibition Mademoiselle Privé which takes you on a virtual journey through the brand history of Chanel whilst their point of convergence seems to be giving you the ultimate brand experience.
The experience begins with a lovely garden split into '3 zones', it features wild grasses, reflection pools and autumnal shrubs that represent somewhat personal elements of Coco Chanel's life and journey.
Three floors - the entire gallery space - is transformed into sophisticatedly decorated settings. The app (image below) which goes hand in hand with the exhibition is something that I found engaging to begin with as it allowed the rooms to be brought to life. My favourite was when it took you into a reconstruction of Coco's apartment, however as you progressed to enjoy the exhibition it became almost distracting to switch between the Chanel app, camera, and snapchat.
BELOW | From the room of 'Totems' - Symbols and icons created by Gabrielle Chanel which have become symbolic to the fashion house. The two totems I captured were her Lucky Numbers followed by The Pearls.
BELOW | The Chanel No.5 Laboratory where the elements of the perfume are brought to life. Words that describe the ingredients and feel of the worlds most famous fragrance are digitally displayed on the tops of pods. They open slowly revealing a scent from the bubbling liquid.
Mademoiselle Privé will be open until 1st November 2015 at the Saatchi Gallery, London.
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