If you’re a fashionista, a perfume enthusiast or just love anything to do with Chanel, by now you would have heard about Espace Gabrielle Chanel on Old Bond Street, in London’s rather smart Mayfair.
If you’re studying Marketing, Business, Branding, Photography, Design, Styling, Fashion or any realted fields, you should make the time and effort to attend before it closes on 24th of September. I will publish all the tips I’ve learnt in a separate post later this week.
Espace Gabrielle Chanel, is a remarkable feat of marketing, and you are sure to pick up tips, not just olfactory tips – and yes I admit I had to google that word! – how a brand works. I have been fortunate enough to attend the space a few times, and eery time I’ve attended, I have learnt something new. Read my review of my first trip to the Espace here.
I have been able to practice my limited light photography, improved my video skills, learnt about the basics of olfactory and even about Gabrielle Chanel herself. While the jury is still out about the new perfume, the marketing has been nothing short of spectacular and if you’re wise, and happen to be in London, you should check out the Old Bond Street venue and enjoy a couple of hours of free education and entertainment. Oh, by the way, did I mention that it’s all free? Opportunities like these, the chance to learn some of the tricks of the trade from a high end, global luxury brand only comes around a very few times, and rarely ever free – so make the most of it while you can.
Try to book a place on the Sensorial Discovery experience, (again it’s free) here, to learn more about the craft of perfume making and the background of the founder of the house of Chanel.
But in case you can’t make it, here’s a couple of video montages I made to give you an idea of the experience.
It has admittedly been a while since I’ve been out and about in London Town. Few things will draw me from under my comfy duvet when it’s pouring down with torrential rain. However a chance to attend a Chanel workshop would do the trick.
Starting today and running till 24th September, Chanel is hosting a special pop-up mini exhibition and workshop event on Old Bond Street. I was lucky enough to attend earlier this afternoon on the launch day.
During the workshop participants were introduced to the history of Gabrielle ‘Coco’ Chanel, the inspiration of Chanel’s latest perfume creation. During the fun session, we were we able to sample the 4 main flowers scents used to create this new perfume, Orange Blossom, Ylang Ylang, Tuberose and Jasmine.
While I found the workshop genuinely fascinating, as a fan of Chanel, I wasn’t told anything new that couldn’t be sourced from the official Chanel YouTube Channel. That said, I still found it enjoyable and loved the idea of sampling the main notes of the perfume and then the new Gabrielle fragrance itself. The expert guiding the audience was also very entertaining, informative, skilfully delivering the presentation with passion.
I wanted to learn about the new fragrance, partly so that I could review it, and partly to see if I liked it enough to purchase it for myself. Having gone through the trouble and undoubtably huge expense of hiring an Old Bond Street building, decorating it so beautifully, and creating a fun and interactive experience specially themed around this new perfume, the participants were strangely not given a sample of the said perfume to take home.
Like most, I rarely purchase a perfume straight off the bat. I tend to source samples initially so I can experiment with the fragrance for a few days, and experience the dry down fragrance over time. High end fragrances of this nature are a considered purchase, so I was surprised and disappointed that such a obvious opportunity to promote this new product was not taken advantage of.
When I think of Chanel, especially Gabrielle Chanel, I think of glamour, generosity, decadence, opulence and aspiration. The environment of 27 Old Bond Street certainly has that air, with its beautifully decorated open spaces, but not gifting a small sample of this new product seemed a little mean.
We were gifted a branded ribbon, a badge after the workshop, and later an exhibition poster contained in a large branded canvas tote.
A small vial of the eau de toilette would have done wonders for bloggers and customers to promote this fragrance. While I don’t wish to sound ungrateful, the gifts, which are nice and useful, they did make me feel a little under appreciated and somewhat exploited. As I mentioned, I was keen to learn about the new perfume, described by Vogue magazine as a “once in a decade event”. I would have happily forgone the bag, badge and ribbon, for a 1.5ml sample of the eau de perfume or even the eau de toilette, rather than being used as merely a virtual, unpaid walking advertisement.
If they had pinned the ribbon and badge to the bag, again it would have felt that little bit more special. How many adults attending a Chanel event would relish a pin badge or a piece of branded ribbon, especially when those items are presented beside the large perfume bottles? It would be hard enough to fob that off to a 5 year old. The effect defocused from the new fragrance celebrations and came across as a little ‘stingy’, a word I would never before have associated with Chanel.
I have written a review of the fragrance, which you can read here, as I popped into Fenwicks for a sample card. Having just visited an event about the new perfume, I really shouldn’t have had to go to a department store to obtain a sample.
There is the opportunity to explore the interactive displays on the ground floor to and watch the video montages. However to fully experience Gabrielle, you are respectfully invited to purchase a bottle for around £115 for 100ml.
If you’re in the area, have a spare 30 – 45 mins, and you’re a Chanel fan, I would suggest going to Espace Gabrielle Chanel, located at 27 Old Bond Street, nearest tube station Green Park. Book a workshop to learn about the product and receive a some nice goodies, but don’t expect a take home a sample of the actual product for which the entire space was developed.