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 Salvation Army launches world’s first digital thrift store on Roblox

Daily Signals

The Salvation Army launches world’s first digital thrift store on Roblox

The Salvation Army is extending its resale model into gaming with the launch of Thrift Score, translating the charity’s bricks-and-mortar thrift fo...
Fashion : Retail : Digital
Lyma builds an integrated operating system for skincare

Daily Signals

Lyma builds an integrated operating system for skincare

British medtech company Lyma has launched an AI-powered wellness app that extends its skincare proposition into a fully connected digital ecosystem.
Beauty : Wellness : Medtech
Stat: How Chinese and Indian travellers are driving Asia-Pacific outbound travel

Daily Signals

Stat: How Chinese and Indian travellers are driving Asia-Pacific outbound travel

Outbound travel from Asia-Pacific is accelerating, but not all markets are growing at the same pace, according to new research from MMGY.
Travel : Hospitality : Tourism
Nothing turns retail into a community engine in Bengaluru

Daily Signals

Nothing turns retail into a community engine in Bengaluru

Consumer electronics brand Nothing has opened its first Indian retail space in Bengaluru, drawing more than 2,000 people to queue on 14 February 2026.
Retail : Technology : Design
OpenAI retires GPT-4o, prompting digital grief among users

Daily Signals

OpenAI retires GPT-4o, prompting digital grief among users

OpenAI has removed access to GPT-4o, sparking backlash from users who say the model was more than just a productivity tool.
Technology : AI : Connection
Stat: Vinted becomes the UK’s third-largest fashion retailer amid second-hand boom

Daily Signals

Stat: Vinted becomes the UK’s third-largest fashion retailer amid second-hand boom

New data from SpendMapper shows Vinted is now the third-largest fashion retailer in the UK, behind Primark and Next.
Fashion : Sustainability : Vinted
Depop taps Kelis to spotlight resale’s everyday returns

Daily Signals

Depop taps Kelis to spotlight resale’s everyday returns

Depop is doubling down on the everyday value of secondhand fashion with the launch of Depoponomics, a new US campaign championing resale as a means...
Sustainability : Depop : Resale
Foresight Friday: Ella Murray, junior creative visualiser

Daily Signals

Foresight Friday: Ella Murray, junior creative visualiser

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, junior creative visualise...
Foresight Friday : Gen Z : Nightlife
Stat: Brazil’s 2026 Carnival projections signal rising global appeal

Daily Signals

Stat: Brazil’s 2026 Carnival projections signal rising global appeal

Brazil’s 2026 Carnival was expected to attract more than 65m participants across the country, according to estimates from the country’s Ministry of...
Travel : Leisure : Culture
How Salomon is celebrating everyone who shapes sport

Daily Signals

How Salomon is celebrating everyone who shapes sport

Salomon is using its first official Winter Games partnership to launch Shaping New Futures, a long-term campaign signalling a shift towards proacti...
Sport : Fitness : Advertising
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN