What Chanel’s Pop-Up Reminded Me: Storytelling Is a Performance Art
Hidden inside The Dream Factory in Shoreditch, the French Maison unveiled its newest fragrance Chance. Its first new scent in eight years. Picture this: a kaleidoscope of neon lights, mirrors, and Belgian pop star Angèle beaming down from every screen. Clearly designed for Gen Z, not for the millennial that I am and yet, I have to admit, I thought it was brilliant!
The Storytelling Moment
A lovely hostess stood up to introduce the concept of the 4 fragrances and how they can reveal our personality. It could’ve been a magical storytelling moment, if only she hadn’t spoken so slowly and without excitement in her voice. Here’s the thing: storytelling is a performance art. The person who carries your narrative can make or break the emotional connection between you and the audience. Choosing the right speaker for your brand story is crucial. It can change the entire experience in a minute. Get someone alive, vibrant, confident, someone who sells the feeling, not just the facts. Not everyone can deliver a Creative Director’s vision out loud.
The Sensory Storm
Next, I entered what I describe as olfactory chaos. A small enclosed room where multiple perfumes were being sprayed simultaneously. You try one scent, but your nose ends up trying twenty. In experiential design, we understand how crucial it is to engage all senses in a balanced and intentional way to craft a truly memorable experience. This moment reminded me how often fragrance activations overlook sensory harmony
There is a clear opportunity to rethink how multiple fragrances are showcased within one environment, without overwhelming the audience. During one of my recent fragrance brand activations creation, I explored this very challenge: designing a spatial and olfactory flow that guided visitors gently from one scent story to the next.
Think about the feeling you get walking through the perfume hall at Harrods: fascination mixed with sensory fatigue. It’s a powerful reminder that smell flow should be treated as thoughtfully as spatial design itself.
The Game Room
Then came the playroom, very aesthetic, very Chanel where minimalist chic meets digital arcade. Slightly less ergonomic on the gameplay, but Chanel makes perfumes, not PlayStations. I’ll give them that one.
