Covent Garden's Chanel Christmas Pop-Up Featured Popular Fragrances
Jana Pijak — March 9, 2016 — Business
References: pursuitist & telegraph
This Chanel Christmas pop-up was opened in the heart of Covent Garden in London this past December and spotlighted the luxury label's iconic fragrance collection. From its famed Chanel No. 5 fragrance to its more girly Coco Mademoiselle scent, Chanel has been a giant in the cosmetics game for decades and brought its playful and lavish aesthetic to Londoners who got to experience its whimsical pop-up.
This Chanel Christmas brand activation was a luxe retail space that featured the label's classic double "C" insignia, showcased with oversized marquis lights that spanned from floor to ceiling. Fun touches like oversized snow globes with Chanel merchandise were the shop's other memorable elements while an upscale fragrance display targeted shoppers who wished to sample scents before buying them.
Despite of its heritage status and dedicated mature clientele, Chanel appealed to Millennial audiences with this interactive and experiential retail activation.
This Chanel Christmas brand activation was a luxe retail space that featured the label's classic double "C" insignia, showcased with oversized marquis lights that spanned from floor to ceiling. Fun touches like oversized snow globes with Chanel merchandise were the shop's other memorable elements while an upscale fragrance display targeted shoppers who wished to sample scents before buying them.
Despite of its heritage status and dedicated mature clientele, Chanel appealed to Millennial audiences with this interactive and experiential retail activation.
Trend Themes
1. Luxury Pop-up Shops - The trend of luxury pop-up shops as a way to engage and attract Millennial audiences allows for more interactive and experiential retail activations.
2. Upscale Fragrance Display - The trend of featuring an upscale fragrance display at pop-up shops allows for customers to sample scents before buying them, increasing potential sales and customer satisfaction.
3. Playful and Lavish Aesthetic - The trend of adopting a playful and lavish aesthetic at pop-up shops, such as oversized snow globes and brand insignia, allows for a memorable and unique shopping experience that can attract customers of all ages.
Industry Implications
1. Luxury Cosmetics - Luxury cosmetics brands can take advantage of the trend of luxury pop-up shops to attract Millennial audiences and create more interactive and experiential retail activations.
2. Fragrance Retail - The trend of featuring an upscale fragrance display at pop-up shops can benefit the fragrance retail industry by allowing customers to sample scents before buying them, leading to potential sales and customer satisfaction.
3. Brand Activation - The trend of adopting a playful and lavish aesthetic at pop-up shops can benefit the brand activation industry by creating memorable and unique shopping experiences that can attract customers of all ages.
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