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We step inside the Bond Street space dedicated to Chanel’s new launch

If you happen to stroll down Old Bond Street in the next couple of weeks, you can’t fail to notice the massive Chanel ‘pop-up’ in what was (until incredibly recently) the former DKNY flagship.

‘Pop-up’ definitely doesn’t do this justice. It’s a sensory wonderland, entirely dedicated to the hotly-anticipated new Chanel launch, Gabrielle – and open (by ticket only) until 24th September 2017. (Read on for details of a special Perfume Society visit…)

Gabrielle is the first major fragrance from Chanel in 15 years – a light-filled creation focused around an ‘imaginary flower’, from Olivier Polge (see our portrait of the perfumer below), who we were decidedly over-excited to meet at this week’s unveiling.

We were also able to step inside the Espace Gabrielle for a sniff around, before it opened to the public. And it is indeed a feast for several of the senses. Start with the graphic film dedicated to the life of Chanel (which you may actually have seen on our website here), then visit the ‘wall of flowers’: press a little button and from a little grille the scents of the fragrance’s flowers – ylang ylang, jasmine, orange blossom and tuberose – wafts into the air for your delectation.

The view through the mirrored corridor from the cinema to the front of the ‘pop-up’

Beautiful images of those flowers are suspended from the ceiling, en route to a mirrored corridor – echoes of the mirror-lined staircase leading towards Coco Chanel‘s atelier on Rue Cambon – which opens into a cinema, at the back. As you relax on the benches, you can watch not only the much talked-about footage of Kristen Stewart (who is the ‘face’ of Gabrielle), but other fascinating short films, including a behind-the-scenes look at how the revolutionary, almost light-as-air glass bottle was created.

A very limited number of people will be able to experience this ‘universe’, dedicated to Gabrielle – and we are delighted that Chanel are very kindly hosting two very special sessions exclusively for The Perfume Society‘s followers. (After your unique sensorial experience, you’ll take home one of the special goody bags they’ve set aside specially for our perfumistas.)

There are still (at time of press) just a handful of tickets available for The Perfume Society events – click here. (The two sessions taking place at 4pm and 5 pm on Wednesday 13th September 2017.)

Other sessions, open to the general public, are available for booking – click here – running from Monday to Saturday from 11am to 8pm. (Tickets are essential.)

And if you can’t bag a ticket…? Scroll down for more pictures of what you’re missing. Maybe press your nose against the windows of the Chanel pop-up at 27 Old Bond Street, London W1S 4QE – and breathe deeply when they open the doors…

 

One of the inspirational quotes projected onto the wall – from the ground-breaking, rule-breaking designer

You can literally step inside a giant Chanel box – perfect Instagram material!

Charming Olivier Polge is the ‘second-generation’ perfumer behind Chanel’s first major launch in 15 years

Images of tuberose, ylang ylang, jasmine and orange blossom are suspended from the ceiling

Stand close, press here – and breathe in the exquisite scent of jasmine blossoms

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