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?"
Chanel asked for something genuinely new: a digital experience that felt as considered and as Chanel as the physical space it lived inside. That meant designing for a guest who'd never encountered anything like this — while earning sign-off from a brand team in with zero tolerance for anything that felt "too tech."
The experience we designed moved guests through a sequential journey — from pre-visit scheduling and personalized profiling, through branded check-in lockers, guided beauty discovery, a bespoke fragrance session, and finally a social content zone designed to turn every guest into an organic ambassador. A luxury beauty “workshop”, connected by digital at every step.
The Challenge
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