CHANEL BEAUTY
31 LE ROUGE
Experiential Activation
CHANEL BEAUTY
31 LE ROUGE
Experiential Activation
Agency: CLOSER
My Role: Creative Lead
ECD: Andreas Neophytou
Copy Lead: Hayden Manders
Strategy: Ann-Margret Kearney
Experiential Concept
Exhibition Concept & Design
Audio/Visual ASMR Experience
CGI Film Concept
Global Toolkit Creation
Influencer ID & Activation
Content Capture
CHANEL’s most mesmerizing lipstick. A faceted glass object inspired by the mirrors of 31 Rue Cambon. Refillable. Collectable. Designed to last.
An Eternal Object, revealed through the intimacy of its creation and expressed through a series of immersive experiences, elevating the lipstick to the status of an artwork.
To introduce it, we created the 31st Dimension, a new platform for influence, built on intimacy and culture.
The experience unfolded as a curated journey through the house’s codes and history, culminating in a three-part encounter: an immersive film, a behind-the-scenes look at its creation, and a physical interaction with the object itself.
The film was experimental and nonlinear — a sensorial abstraction that celebrated the design of 31 Le Rouge.
Guests entered a dreamlike space where color, light, and sound took hold, building emotion and anticipation before any physical encounter with the object.
A space dedicated to the making of the object.
Guided by the work of Sylvie Legastelois, the room revealed the process behind 31 Le Rouge, where material, form, and precision converge.
An encounter with the object before its final expression.
The 31st Dimension launched in Paris before expanding globally across key markets.
A set of guidelines and tools were developed to translate the experience internationally, allowing it to be reinterpreted in locations including Shanghai and Taiwan.
Establishing a platform designed to endure — extending influence beyond the launch moment.
