Chanel is hosting an experiential holiday ski lodge inside The Standard High Line in New York, between December 12-15. Open free to the public, the activation, “Chanel No.5 in the Snow,” is inspired by the luxury fashion house’s campaign for its No.5 fragrance perfume.
The Chanel ski lodge will feature Instagrammable moments like an ice skating area and seasonal drinks and snacks. Chanel will reveal an augmented reality-enabled snow globe photo opp during a private event it’s hosting on December 10. Thereafter guests can access the AR feature through Snapchat and online at Chanel.com.
In 2017, Chanel was named the most influential luxury brand on social media. Chanel’s creative videos, which form the core of its strategy, generated more than 300 million views on both YouTube and Facebook, more than any other luxury brand.
What sets the brand apart from the rest is its ability to give consumers a behind-the-scenes glimpse at branded content via its “Inside Chanel” series. Rather than highlight products’ accessibility, Chanel emphasizes the brand’s aspirational qualities.
More importantly, the brand has ramped up the experiential side of its marketing efforts. In February 2018, Chanel inked a deal with global ecommerce platform Farfetch to expand its digital initiatives and create a personalized shopping experience for its customers, online and in real life.
In 2018, the French luxury house published its financial results for the first time. Delivering a revenue of about $10 billion, Chanel is the second-largest luxury brand in the world, following Louis Vuitton. Chanel also saw revenue growth of 11.5 percent in 2017 compared to the year earlier, driven by strong consumer demand in Asia Pacific.
This year, Chanel opened its second US store in Palm Beach. The two-level, 13,260-square-foot boutique houses mostly ready-to-wear, which is the brand’s fastest-growing category in the US. Inside, custom touches such as a dining room and an event space add to the experience for its Palm Beach clients.
With this new brick-and-mortar addition, Chanel’s goal is to build activations around the local community. President and chief operating officer John Galantic told WWD that they’re already growing by double digits in Palm Beach.