For many of the global fashion houses it is the perfume that makes the lion’s share of the profits, so the launch of a new perfume at Chanel is a big deal.

Gabrielle, the founder’s given name, is the new scent’s moniker and it is Chanel’s first fragrance launch for 15 years.

As part of a multi-million marketing launch for the product, Chanel has created The Espace Gabrielle Chanel on Old Bond Street. This is a brand activation that the folks at Chanel have dubbed an immersive experience.

Essentially this pop-up space, hosted in the former DKNY store, offers an introduction to the scent via some fairly prosaic storytelling.



Visitors walk into a store where the walls and floors are covered in quotes from the designer, while films and graphics are projected onto the walls. You can lean into a wall where there is a row of buttons and grids. The button you choose will expose you to one of the ingredients such as ylang-ylang, jasmine, tuberose and orange blossom, all of which went into the Gabrielle scent.

There is also a kaleidoscopic mirrored tunnel leading into a small cinema-style space where you can catch up on all the short films made for the branded launch whose face is US actress Kristin Stewart.

West End Ward

27 Old Bond St, Mayfair, London W1S 4QE, UK