And yet, the fashion house Chanel is famous for its unusual shows: a casino, a supermarket, an airport, a burnt-out theater, a Texas ranch, a carousel, a castle, a Venetian beach, a demonstration in the form of a rally, a show in the forest. Cases from their show were analyzed by many marketers and we thought, why not in the shop?
The marketing director of the company, Sofia Mugli, decided to implement such a concept in the "show" of new collections, making the presentation a real show with models and tiles at the factory. Such an idea would become a bridge between the production and the target audience. The main task was to attract attention, catch the eye on what was happening and try to surprise.
Due to limitations, the only possible implementation of the idea was to shoot a video, and the idea began to transform. After inspecting the location chosen for the show, the filming director, Gleb Feldman, suggested leaving the simple catwalk, moving on to the fashion-video concept and using several locations and images.