Chanel celebrate 100th anniversary of No. 5 with Chanel Factory 5 Collection

09th July, 2021

This year is the 100th anniversary of possible the most iconic fragrance – Chanel No. 5. The company are celebrating by launching a new limited edition collection, which reimagines the No.5 range in a collection housed in everyday objects.

“There can be as much value in products that we use regularly as in products that we use for very special occasions. It’s all about the experience these products give you,” says Thomas du Pré de Saint Maur, Chanel’s Head of Global Creative Resources Fragrance and Beauty. “By taking popular consumer items out of their context and dressing them up in the aesthetics of N°5, we return to CHANEL’s first creative gesture: that of transforming a functional object into a desirable luxury item. That’s what CHANEL FACTORY 5 is all about: offering the experience of luxury in everyday life.”

It is also a nod to Pop Art, which transformed everyday objects into works of art. “As N°5 celebrates its 100th anniversary, CHANEL FACTORY 5 also reminds us that youth is above all a state of mind: daring to take a step to the side, to have the freedom to be oneself in spite of convention, not to take oneself seriously, to be light without being frivolous. To have the audacity to prefer the youth of imagination to the oldness of habit. That’s what this collection says to us,” says Thomas du Pré de Saint Maur.

From June 29, Chanel will deploy this industrial scenography across the world’s largest cities. These pop-ups, 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 colors of pop culture. The experience is intended to be entertaining and offers a journey around the 17 products in this limited edition collection.

You can see some photos of the Selfridges London pop-up below

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. For those unable to attend one of the pop-ups, a digital version is available on the Chanel website.



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      • Varanis Ridari | 16th July 2021 05:35

        Some of these look cool. I think there was a missed opportunity at putting the EdT in a trigger bottle, but I guess Moschino and B.O.D. already beat everyone to that.

      • Beatrice Callan | 21st July 2021 07:52

        A good decision can always be repeated. In this, as for me, there is nothing shameful. Of course, appropriating someone else's inventions is bad, but creating a special bottle for a special perfume is not a crime.

      • N.CAL Fragrance Reviewer | 21st July 2021 08:26

        I was hoping for special limited release scent(s), can't say this announcement brings much thrill for the anniversary celebration.

      • hednic | 21st July 2021 08:32

        My granddaughter would be interested in this.

      • Redneck Perfumisto | 21st July 2021 09:15

        I love it! Gearpunk! I thought it interesting that the L'Eau in cylindrical bottles is GONE - that was the first thing I thought would be a nice thing to snag, although I love the look of the oil bottle quite a bit, too.

      • | 21st July 2021 19:58

        I was just thinking the exact same thing. We you miss around here, Gandhajala!

      • pfranka | 22nd July 2021 15:22

        My favorite thing was the packaging for the EDP and L'Eau bottles. I love it! Still hopeful that they will do something special for the holidays.

      • gandhajala | 22nd July 2021 15:36

        Thank you both! Lovely of you to say and hope you are keeping well.

      • rum | 22nd July 2021 17:14

        Yikes, where have you been?!?!?! Welcome back!!

      • Redneck Perfumisto | 22nd July 2021 19:48

        Me too! I'm sure of it. More surprises, no doubt! If I recall correctly, the limited edition red L'Eau was a late announcement. Chanel fans need to plan ahead!

      • Redneck Perfumisto | 22nd July 2021 19:58

        Yes, exactly. Perhaps they wanted to stay "industrial" rather than "consumer". But I think there might be an opportunity with a spray can, WD40-style.

        I have a beautiful old photo somewhere of a lathe in a hydro power plant in a dam (they fabricated all their old parts), with a colorful can of Glade sitting on the table next to it. It was just wonderfully right and wrong at the same time. I got some amazing photos out of that tour.