Chanel's Exhibition In Shanghai, 3 Rooms To Tell The Story Of The Brand.

In April 20, 2019, a Chanel exhibition was opened to an old factory building in the West Bank Art Center of Shanghai.

The exhibition adopts an appointment system. According to the regulations, "3 can be invited to the most people per person". Registration is required on the public address of the exhibition, or queuing directly to the scene, but it takes a long time to wait.

The exhibition is arranged on the two storehouse of the factory structure warehouse, and is divided into 3 independent rooms, each with a stylized layout to introduce the three major themes of Chanel brand, 5 perfume, advanced custom clothes and jewelry series.

Compared to the two floor long and narrow exhibition hall crowded on the same side, the ground floor space of the old factory building is not fully utilized. It appears empty and single. It is surrounded by the letter combination of ochre red Mademoiselle Priv e (lady's exclusive), and occupies a rest area, occupying most of the space.

At the entrance, there are two display panels for stars and visitors to take pictures, attracting people who just entered the door to stay in and take their own time.

The first room wants to tell the story of Chanel 5 perfume.

In 1920, Ernest Beaux, a Russian born French perfumes teacher, met her Gabrielle Chanel with her own perfume. He put roses and jasmine in it. The perfume was later named "No.5" by Chanel, which was first sold to a single customer in her boutique, then entered the mass market and flourished during World War II, becoming a souvenir for soldiers to bring home to their sweethearts.

Until now, it seems to have an enduring attitude, thanks largely to Chanel's successful advertising campaign after World War II, and the rise of star culture and consumerism.

The whole room of perfume No. 5 consists of two parts, the central part is a cylindrical semi enclosed space. The facade wall contains 1400 bottles of 5 perfume. Dozens of screens display montage movies, emphasizing the brand's concentration on perfume development. The outside of the column is filled with a continuous artificial flower, and the environment sounds to create birdsong and cicada Hua Tian atmosphere. There are a series of perfume formula, formula, flower and bottle design changes around the wall paper.

These display techniques are intended to describe the story of 5 perfume, but if you do not listen carefully to the guide's explanation and information screening from the public relations wording, you can hardly get more effective information alone.

First room: No. 5 perfume.

Artificial flowers come from perfume formula.

The entrance to the second room is designed by imitation of Chanel shop 31, Kang Peng street.

Gabrielle Chanel opened her first store in Paris's most popular Concord street in 1918, selling fashion and fine accessories. The hat was first welcomed, and her simple line of "flat chest" fashioned with European masculinity, decorated with lace, fabric or beads, was quickly loved by women who were rich and caring about fashion trends.

In this exhibition hall, the space is separated by the hanging white curtain. People walk in it with a labyrinth illusion. The curtain is divided into 6 separate display stands, corresponding to the 6 quarter 33's advanced custom clothes -- diving fabric material, metal aluminum sheet, profile sense, rhombus and roll edge, 3D printing technology application and so on.

These custom-made costumes are often valued by the treasure for a long time. The exhibition guide is on the side. "Because every custom tailored suit is tailored to the customer, it needs to be done through customized production and two fitting, so the final production cycle of each garment reaches more than 800 hours."

In addition to a brief little card on the floor, the exhibition also provides voice guided services associated with mobile phone applets, but the content is mostly conceptual, which is not friendly to a visitor who is open to the public.

Second rooms: Advanced Custom clothes.

The cylindrical facade in the center of the exhibition hall is used to restore a part of Karl Lagafell's design manuscript with a circular video. By opening the small window, you can see the messy desktop full of pigments and paper pens, surrounded by the designs of manuscript manuscripts designed by Karl La Garfield.

The last room shows about 30 pieces of Chanel's jewelry, including the 1932 edition of the first Chanel Jewellery Exhibition "Bijoux de Diamants" 8 diamond.

They are characterized by fringes, comets, feathers, Camellia elements and clasp design, with brooches, necklaces, hairpins or bracelets.

Each is placed in a separate showcase or placed in the surrounding walls.

When Gabrielle Chanel was commissioned by the Paris diamond dealer in 1932 to design the first jewellery exhibition, its influence was not very large. Only a few media reports were reported at that time, which could be attributed to financial crisis and industry competition.

Until 2015, Karl Lagafeld and Chanel jeweler decided to re-use the story. The first exhibition was displayed at the The Grand Palace in Paris by re editing the "Bijoux deDiamants" exhibition, which included the first 38 versions.

The third room: jewellery.

In 1932, the first Chanel jewelry exhibition "Bijoux de Diamants".

Chanel wants to convey an eternal, immortal and classic brand idea, which constitutes the key word of this Chanel exhibition.

As for how to tell a good story, it seems that it has become less important.

Chanel exhibition ShangHai Railway Station will be held until June 2nd.