Atelier Beauté Chanel
I led the end-to-end digital experience for Chanel's first beauty-only store. From conceiving the experience architecture with Chanel’s core team to delivering every digital touchpoint at launch
Background & Business Problem
Chanel was losing ground to beauty brands with younger, experience-driven consumers. Physical retail was declining industrywide. The business question was:
"How does the world's most iconic luxury brand make physical retail something a new generation actually seeks out?"
My work on the Atelier required a deep level of knowledge of mobile and digital tools, retail experience, creative ideation, and consumer analysis. I also needed to adapt a modern expression true to the famed Chanel brand with a high-tech, omni-channel approach.
To do this, my team and I conceptualized an exploratory sequential adventure through Chanel’s beauty range, beginning with digital scheduling and customized visitor profiling, branded lockers for guests, a guided trip through Chanel’s beauty offerings, a custom fragrance experience, and a social media content creation zone at the end of the journey. The result was a hub for curated beauty experimentation in a luxurious lab –like setting– all aided by corresponding digital touchpoints throughout the customer journey.
Role: UI Design Lead
Agency: Valtech
Mobile Experience
Digital Touchpoints
Social Media Impressions
“A mesmerizing beauty wonderland”
– Forbes
“It’s a double-C-themed beauty Candyland where you can explore, play, and Instagram”
– The Cut
“Chanel’s new beauty Atelier is made for experimentation”
– Vogue