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
British Airways turns safety briefing into cultural escape

Daily Signals

British Airways turns safety briefing into cultural escape

British Airways is reframing the role of travel with a new campaign that positions flying as a psychological reset.
Travel And Hospitality : Marketing : Souljourns
Polymarket’s Situation Room brings fintech into the social sphere

Daily Signals

Polymarket’s Situation Room brings fintech into the social sphere

Crypto prediction platform Polymarket is merging finance and spectacle offline with a Washington DC pop-up bar, underlining the growing convergence...
Polymarket : Prediction Market : Cultural Capital
Stat: Retailers rethink loyalty as consumers shop smarter

Daily Signals

Stat: Retailers rethink loyalty as consumers shop smarter

Retailers are rethinking loyalty as competition intensifies and AI reshapes how consumers shop.
Retail : Loyalty : Statistic
Channel 4 captures the raw energy of women’s football in new campaign

Daily Signals

Channel 4 captures the raw energy of women’s football in new campaign

Channel 4 has launched Pure Football, a mixed media campaign celebrating its coverage of the Adobe Women’s FA Cup, placing authenticity and fan cul...
Marketing : Channel 4 : Womens Sport
What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

Daily Signals

What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

Social wellness club Remedy Place is bringing clinical wellness into the home with a new NAD+ Smart Pen, developed in partnership with UK-based NAD...
Wellness : Longevity : Health
Stat: How happiness is reshaping policymaking priorities

Daily Signals

Stat: How happiness is reshaping policymaking priorities

The 2026 World Happiness Report reinforces wellbeing as a critical measure of progress, drawing on nationally representative data from ne...
Social Media : Gen Z : Statistic
Huggies puts its product claims to the ultimate stress test

Daily Signals

Huggies puts its product claims to the ultimate stress test

Nappy brand Huggies’ latest campaign, Expensive Sh*t’, sees 18 babies wearing Huggies Little Snugglers on luxury goods worth £373,000 ($500,000, €4...
Advertising : Humour : Parenting
What Zara’s archival strategy signals for the future of high street retail

Daily Signals

What Zara’s archival strategy signals for the future of high street retail

Fashion retailer Zara is repositioning itself between mass market and luxury with a two-year partnership with acclaimed fashion designer John Galli...
Retail : Fashion : Design
Stat: Parents sound alarm as children’s digital identities form too early

Daily Signals

Stat: Parents sound alarm as children’s digital identities form too early

A new survey from Proton reveals that concern about children’s online privacy has become the norm, not the exception, as digital identities are for...
Online Safety : Parenting : Statistic
How WMH&I is uniting land and people through design

Daily Signals

How WMH&I is uniting land and people through design

Environmental charity Natural Habitat has unveiled a new identity by WMH&I, designed to reconnect communities with land through emotionally res...
Sustainability : Design : Branding
You have 1 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN