The Fifth Sense by Chanel and  i-D magazine, London The Fifth Sense by Chanel and i-D magazine, London
The Fifth Sense by Chanel and  i-D magazine, London The Fifth Sense by Chanel and i-D magazine, London
The Fifth Sense by Chanel and  i-D magazine, London The Fifth Sense by Chanel and i-D magazine, London

Scent-sational set design

22 : 09 : 2016 Chanel : Mirror Mazes : Es Devlin

London – Chanel and i-D have collaborated with set designer Es Devlin to create an immersive installation that celebrates scent.

  • Mirror Maze was commissioned by The Fifth Sense, a new online platform for creative women
  • Chanel has created a one-off fragrance that can only be experienced inside the installation space

Visitors enter the maze through a hole in a video wall that opens out into an expanse of mirrored surfaces. Inspired by the mirrored staircase inside Coco Chanel’s Paris apartment, the installation is designed to confuse visitors.

The installation’s four rooms are each linked by an oval-shaped opening to heighten the sense of disorientation, while the mirrors and a video piece surrounded by water aim to invoke the sensation of falling – something that Devlin feels is strongly tied to scent. A one-off scent designed by Chanel perfumer Olivier Polge fills the space.

‘I wanted to slightly turn the tables. My work normally has the audience outside and the performer elevated and broadcasting, and I wanted the visitor or guest to be welcomed into the art piece,’ Devlin told Dezeen.

The Big Picture

Brands are looking for new ways to express fragrance beyond the usual tropes. For more, see our Activate on Le Cinéma Olfactif. LS:N Global is reporting live from London Design Festival 2016 throughout the week.

Discover More Daily Signals
The Trend:  Masculinity Reset Retreats

Daily Signals

The Trend: Masculinity Reset Retreats

Men’s mental wellbeing retreats are reshaping modern masculinity, focusing on mindfulness, movement and meaningful male friendships.
Travel : Health And Wellness : Hospitality
The Big Idea: Brand Innovation Debrief: Aman

Daily Signals

The Big Idea: Brand Innovation Debrief: Aman

Aman epitomises ultra-luxury hospitality, blending serene design, bespoke service and rare experiences for a devoted high-net-worth clientele.
Travel : Hospitality : Hotel
The Campaign: Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

Daily Signals

The Campaign: Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

Unplugged, the digital detox brand behind off-grid cabins that lock away phones and reconnect guests with nature, has teamed up with comedian Munya...
Travel : Cannes Lions 2025: The Unhinged Humour Opportunity : Digital Detox
The Viewpoint: The New Youth Club

Daily Signals

The Viewpoint: The New Youth Club

Opened in April 2025, Moot is a membership-based youth space in northwest London redefining the concept of youth clubs for a generation seeking rea...
Travel : Hospitality : Youth
The Space: Mad Swans ushers in a new era for golf and hospitality in the UK

Daily Signals

The Space: Mad Swans ushers in a new era for golf and hospitality in the UK

Mad Swans is an innovative countryside destination by Longshot on the Mendip Hills in southwest England that opened in October 2025 to offer a fres...
Travel : Sports : Health And Wellness
The Trend:  Romantic Anarchy

Daily Signals

The Trend:  Romantic Anarchy

Younger generations are rewriting the rules of romance – approaching love with equal parts idealism and irreverence.
Pop Culture : Media : Romance
The Big Idea: Branding in the Age of Elasticity

Daily Signals

The Big Idea: Branding in the Age of Elasticity

As the Western world enters a time of cultural volatility and political division, brands face a choice: retreat, react or re-root.  
Pop Culture : Media : Branding
The Viewpoint: Trad Love and a 19th century foresight framework for romance

Daily Signals

The Viewpoint: Trad Love and a 19th century foresight framework for romance

Pop Culture : Media : Dating
The Space: Why Netflix’s restaurant residency in Las Vegas speaks to fandoms

Daily Signals

The Space: Why Netflix’s restaurant residency in Las Vegas speaks to fandoms

Netflix expanding its entertainment empire into immersive dining in late 2025 with Netflix Bites Vegas, a year-long residency at MGM Grand in Las V...
Pop Culture : Media : Netflix
The Campaign: Instagram champions creative risk-taking with star-studded global campaign

Daily Signals

The Campaign: Instagram champions creative risk-taking with star-studded global campaign

As Instagram approached its 15th anniversary, the platform has launched a new campaign spotlighting creativity on social media.
Pop Culture : Media : Entertainment
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN