Chanel lands in Selfridges Corner Shop to mark Factory 5 launch

By

Sandra Halliday

Published
Jul 7, 2021

Chanel is putting major support behind its Factory 5 launch that marks the centenary of its Chanel N°5 fragrance and has now linked up with Selfridges for a pop-up in the department store’s prime Corner Shop location on Oxford Street, London.

The Corner Shop is one of the key positions in Selfridges’ London flagship and it has been a temporary home for a wide variety of high-end brands and cultural influencers in recent years.

The Chanel Factory 5 residency underlines the importance of the products and comes as Chanel is opening a number of pop-ups for the launch this summer. The company said these are “imagined as theme parks dedicated to N°5, [that] immerse people in a world which mixes the black and white identity of N°5 and the bright colours of pop culture”.

The “experience is intended to be entertaining”, the firm added, and so it synchronises well with the DNA of the Corner Shop that’s very much a ‘retail-tainment’ destination.

Selfridges is clearly expecting a major sellout for Factory 5 with the retailer saying that to “ensure that all of our customers are able to enjoy this collection and due to high demand, we have limited purchases to one item of each Chanel Factory 5 product and one order per person”.