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“[...] transforming a functional object into a desirable luxury item. That’s what Chanel
Factory 5 is all about,”_ Thomas du Pré de Saint Maur, Head of Global Creative Resources Fragrance & Beauty.
To celebrate a century of Chanel No. 5, Sculptivate turned Selfridges’ Corner Shop into Factory 5—a living tribute to the fragrance’s legacy. A monochrome dreamscape unfolded: conveyor belts in constant motion, towering “airfix” frames suspending oversized bottles, and a Chanel robot overseeing the spectacle. Every element played with scale, precision, and whimsy, capturing the fragrance’s balance of heritage and reinvention and unmistakable elegance of Chanel.