Chanel Beauté, conveying luxury through digital
A new spin on luxury experiences enabled by digital assets
Chanel Beauté is one of the 3 arms of the luxury brand, dealing with perfumes and make-up. Carrying an immense history of luxury and refinement, Chanel Beauté decided to launch their own brick-and-mortar shops to attract a new kind of clientele: younger, more connected. The digital aspect of the stores was a critical aspect of their success and Chanel chose my team and I to support them in designing and offering the experiences that matched the brand appeal.
- Chanel Beauté
- Luxury
- Service Design, Product Design
- 4 months
We needed to propose experiences that matched the incredible brand promise Chanel spent years building.
Context
Their current sales channels had failed at conveying Chanel’s brand values. The shopping experience was sub-par at Chanel’s partners, very far from the promise the brand makes on every ad one is exposed to. This is why Chanel wanted full control over the experience they promised, and we designed the tools and services to deliver on it.
My Role
As engagement lead, I shaped and sold the project. I was also in charge of maintaining the design direction, adjusting the team in function of the needs of the project and making sure we met our clients’ high expectations. I made sure the designers were always inspired, gave them feedback when needed and managed the client relationship in order to build a sustainable collaboration.
Results
We wove 14 digital concepts into a consistent experience, cresting a touch of magic and mystery in a journey that could not be less than exceptional. We fully prototyped one of the concept with the help of a technology lab and got to deploy it worldwide.
Team
Rose Matthews – Design Lead
Binglu Gu – Service Designer
Camille Biessy – Business Designer
Vincent Driss – Visual Designer
Myself – Design Direction & Client Engagement
