What did you want to tell through ‘100 Years of Celebrity’ of N°5? 

We are privileged to be here for this centenary and we wanted to find an idea worthy of N°5. Should we celebrate the history and rich heritage of this icon or the eternal youthfulness of the N°5 spirit? It is, of course, the second approach that we chose to explore. 

Every year for a century, N°5 has been the talk of the town and has found its place through its ability to reinvent itself. Through “100 Years of Celebrity”, we want to show that an object is not iconic by birth, but that it becomes so by what it conveys, what it brings to life, what it says about its time. N°5 has managed to transcend time and tell the story of the times. 

We hereby celebrate the fact that it has kept its audacious spirit and its freshness after 100 years of passion shared with its fans. We want to offer a festive, new experience around this universally emblematic fragrance of the House of CHANEL, but also of perfume in general. 

What is the origin of the CHANEL FACTORY 5 concept? 

To go back to the beginning of N°5. To go and find, as Gabrielle Chanel did at the time, a new, offbeat, unexpected inspiration. Through this concept, we want to return to the creation process of the first N°5 packaging. At the time, it was a simple laboratory bottle, a functional object that became luxurious and iconic. There was already this notion of transforming a common, ultra-functional object into a precious one. CHANEL FACTORY 5 celebrates this approach, this step to the side, in its own way. 

What does it say about N°5? 

CHANEL FACTORY 5 makes the most of N°5’s amazing ability to continually reinvent itself in order to preserve itself. This concept tells of the product’s eternal youth and the creative idea behind it. It also shows that an industrial product with very functional packaging can be transformed into a unique, desirable object by appropriating N°5’s identity codes, without losing the fundamentals, namely its functionality.