Hearing about Chanel’s plans to open a mini pop-up cinema at Selfridges to promote Coco Mademoiselle filled me with thrill and excitement. Eagerly counting down the days until it would unveiled to the public, knowing Selfridges and Chanel I knew it would be worth seeing. Open from Monday 22nd until Wednesday 30th March 2011, the cinema will promote the Coco Mademoiselle fragrance. The film itself, starring Keira Knightley, is quite steamy and hot. Set in Paris, you see her speeding on a motorcycle to a photo shoot where she meets a flirtatious photographer hoping to seduce her. An additional film is also screened, showing some behind the scenes footage. When I made it to Selfridges, I noticed that even employees from around the department store were nipping in, hoping to sample the experience. Made me smile. Here are the photos!
Two stands with a notice outside the cinema:
What it looks like inside – beautifully crafted interior, with wonderful looking transparent chairs and tables:
A booklet with questions to answer. Answer them correctly and you would get little Chanel freebies. Getting all questions correct would win you a music box!
The walls are gorgeously decorated using hand painted gold wallpaper from the film:
The screen:
The helmet, as seen on Keira Knightley in the film when she rides the motorcyle around Paris:
What I got:
After the two films were over, we were treated to an interactive journey. First we were taken to the Chanel make-up counter a few metres away and handed over to the make-up specialist. There she spoke to us about the range, and offered clues to one of the questions. Next, we were taken to the Chanel fragrance counter, which is visually stunning, where another specialist spoke to us about the Coco Mademoiselle fragrance and how it is made. We got to sample several key ingredients which makes up the fragrance and were again offered clues towards answering another question for another freebie. It was a lot of fun. If you are a Chanel fan, this is well worth going to! Well done to them and to Selfridges!
If you are unable to attend the cinema, then you can watch the Coco Mademoiselle film, in full, right here:
Alice
I love this gold wall covering so much! Assume it’s unique and there’s no chance to get some anywhere?
Jai'me Jan
Me too! Sadly it’s not available to buy.