MARKETING ART AND DESIGN VENTURES

 

Ideation of an innovative business growth initiative and comprehensive marketing strategy for Chanel, informed by market research and consumer insights. Using a blue ocean strategy approach, a big idea was conceptualized to enable Chanel to reach a new generation of luxury shoppers, Millennials and

Gen Z, effectively creating new ways to court and engage the younger future consumer. 

 

The big idea focused on driving awareness around Chanel's Cruise / Resort 2021-2022 collection by introducing an interactive museum experience that would establish moments for brand interaction and storytelling, heightening desirability for Chanel with a younger consumer.

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The Musée Atelier Chanel, a highly curated and immersive space, was designed to encourage exploration of the brand's rich heritage and timeless archived collections while also delivering unique and inclusive brand experiences that bring to life the Cruise / Resort 2022 Collection.

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BRAND

Chanel

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ROLE

Creative direction, market research, target audience segmentation (including persona development and customer journey), brand positioning, strategy and concept development.