Chanel's Pop-Up Event Celebrated Its 'BOY-FRIEND' Watch Collection
Ellen Smith — November 28, 2017 — Marketing
Chanel took over New York's popular women-only co-working space to host a party promoting its newly released 'BOY-FRIEND' watch collection.
The one-day pop-up served as a female-only clubhouse, inviting women to explore the collection, play ping pong, write, read or simply socialize. The designer transformation took cues from traditional men's clubs, through displaying the company's intertwining 'CC' logo throughout the venue and playfully dubbing the venue 'The CoCo Club.' According to the designer retailer, the space aimed to serve as a "gathering, for community, for respite, for enjoyment, for escaping the confines of time--allowing women to own their own time and live life by their own set of rules.”
This space additionally offered women the opportunity to grab a bite at the Coco Cafe, take selfies in the photo booth or touch up their make-up in the Chanel-sponsored beauty room.
The one-day pop-up served as a female-only clubhouse, inviting women to explore the collection, play ping pong, write, read or simply socialize. The designer transformation took cues from traditional men's clubs, through displaying the company's intertwining 'CC' logo throughout the venue and playfully dubbing the venue 'The CoCo Club.' According to the designer retailer, the space aimed to serve as a "gathering, for community, for respite, for enjoyment, for escaping the confines of time--allowing women to own their own time and live life by their own set of rules.”
This space additionally offered women the opportunity to grab a bite at the Coco Cafe, take selfies in the photo booth or touch up their make-up in the Chanel-sponsored beauty room.
Trend Themes
1. Designer Women-only Pop-ups - Creating exclusive pop-up spaces for women to gather and explore luxury products.
2. Reimagining Traditional Spaces - Transforming traditional men's clubs into female-friendly venues to promote inclusivity and empowerment.
3. Empowering Women's Time Management - Providing women with spaces to escape the confines of time and live by their own set of rules.
Industry Implications
1. Fashion Retail - By hosting designer pop-up events, fashion retailers can promote their collections to a targeted, female audience.
2. Hospitality - Creating women-only spaces within hotels or co-working spaces can attract female customers seeking exclusive experiences.
3. Beauty and Cosmetics - Partnering with luxury brands like Chanel to sponsor beauty rooms can enhance the overall experience for female customers.
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