The
exhibition lasted 15 days. To keep living the experience, a book has
been created, a Facebook page and a twitter account let people follow
the many other exhibitions organized in capital cities all over the
world. And last but not least, for the occasion, Chanel launched a
website called « The little black jacket » in order to continue the exhibition and live a real e-experience around that famous jacket. Karl Lagerfeld
and Carine Roitfed were at the initiative of this project.
Each photo showed these celebrities wearing a different interpretation of the
iconic Chanel black jacket, redesigned by Lagerfeld to showcase the
range and versatility of it.
No need to
present Chanel. No need to present this famous luxury brand known by everyone as the best one in the world. No need to present the
quality of the top-of-the range fashion clothes, accessorizes,
jewelry and services.
Luxury
brands develop more and more their digital part. Because it's
inevitable and because people want to keep experimenting the
experience of their favorite brand. Luxury brand know how to create
the envy, make it grow and be unique. Indeed, luxury brands play on the
historic and authentic part, in order to create a dreamy environment.
THE
E-EXPERIENCE
The e-experience created by Chanel allowed people to discover the jacket, and the
celebrities wearing it. Moreover, it allowed people to discover how to
appropriate this masterpiece. Men, women, models, actors, singers...
the jacket would fit anyone wearing it as long as it is designed by Karl.
A real
digital experience has been set up in order to let the people being
immerse in that environment.
The
ergonomic of the website is original. The user has to navigate from
an image to another thanks to the arrows. We're at the same time led
and voluntarily lost on the website. We can got lost in the website,
discovering the silhouettes, the icons behind the jacket. But
moreover, we discover the different ways of wearing the jacket. This
digital exhibition imposes its style by its originality. The user is
totally immersed in that experience. Once again, Karl Lagerfeld
creates the surprise : by the online experience of that artistic
work, the stylist has an innovative and polyvalent gaze.
Live the e-experience here.
The
experience is followed by many videos presenting the making-of of the
iconic masterpiece in the Maison Chanel, the making-of of the
shooting with the celebrities... It's been spread on the web thanks to the Facebook and Twitter page of "The little black jacket".
THE BIG IDEA
The “Big
idea” of an ad or a project is not simply a slogan. It is more than
this : it's something contagious, something that will be discussed by
everyone and everywhere. More than marking brains and spirits, it
links the product with the client by a real message, a real
experience.
The “Big
Idea” of the “little black jacket” project was clearly to mark
the spirit with that event. More than just an exhibition, Chanel let us continue the experience, continue to explore the greatness of the
brand with the imagination and originality associated.
We feel that
the product and the client are connected : first of all, the jacket
is physically connected to the person, and then,
the e-experience lets the person be all the more connected by the
fact it keeps experimenting the process.
This
disruptive idea is surprising : the little black jacket is an iconic
and authentic piece of the Maison Chanel. Creating a digital
experience around an authentic product was quite daring because it
could have been too shifted on time. On the contrary, it fitted
perfectly with the idea of the project, which was revisiting an
iconic product over time, people, style and minds.
The Maison Chanel succeeded its digital experience keeping all the graphic identity and the authenticity of the brand.
Eloïse Rey
Sources :
http://lapetitevestenoire.chanel.com/fr_FR/experience
http://www.chanel.com
http://www.thedenizen.co.nz/culture/chanels-little-black-jacket/
No comments:
Post a Comment