EXCLUDED – Le Grand Numéro de Chanel: Loïc Prigent takes us behind the scenes of the exhibition


Published on December 19, 2022 at 4:57 p.m.

Until January 9, Chanel unveils an immersive exhibition in Paris, at the Grand Palais Éphémère, to celebrate and (re)discover the perfumes of the house. It was very tempting, for Loïc Prigent, to infiltrate it, camera in pocket, to collect the hot impressions of the ambassadors of the prestigious house.

For this end of the year, Chanel is doing its big number. After celebrating 100 years of its cult perfume n°5, the house with the double C presents, until January 9, an exceptional new exhibition at the Grand Palais Éphémère. On the program: a sensory journey to discover Chanel juices. A dreamlike journey that begins with music and takes us to the heart of a huge black and white tent where dancers and magicians amaze us. Needless to say, Chanel knows how to receive. For the opening of this great moment of magic, Loïc Prigent and his camera set out to meet the brand ambassadors present that evening, Angèle, Marion Cotillard, Carole Bouquet and Lyna Khoudri. Through different rooms, each embarking us on a unique experience, the visitor can follow a free and immersive journey punctuated by games, meetings with professionals and of course olfactory discoveries. Divided into five experiences, the Grand Numéro de Chanel features the eighteen juices from the Exclusifs collection, n°5, Coco Mademoiselle, Chance and Bleu de Chanel.

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Le Grand Numéro de Chanel: the ambassadors of the house pay us a visit

In a room bearing the effigy of the Coco Mademoiselle perfume, the seductress Coco Chanel hands us an enigma. Keira Knightley, ambassador of the juice since 2007, hurries there while Carole Bouquet contemplates her old Chanel outfits worn during advertisements for n°5. “Insane memories”, says the main interested party. In another room, the French brand encourages us to try our luck at roulette. If the cabaret is ephemeral, the gifts are very real. And then a voice. That of Gabrielle Chanel doubled by Marion Cotillard, another icon of the house. “When they asked me to do the voice of this huge woman, I worked on her like you work on a character,” she explains. A virtual reality game where you put yourself for a moment in the skin (and nose) of the cult perfumer, Ernest Baux. An activity that seduced the singer Angèle. A little further, in a dark room, psychologists in white coats. The session is short, but useful. Here, no red couch but an olfactory version of a Rorschach test to find our alter ego juice. Claude Delay, psychoanalyst and great friend of Gabrielle Chanel lent herself to the game of questions. With emotion, she admits to being “dazzled by the mystery that this exhibition brings to life”. “Chanel perfumery has an existential ambition. Le Grand Numéro de Chanel is an emotional journey, the opportunity to discover all the facets and the role of a perfume. “, explains Thomas du Pré de Saint Maur, Director of Creative Resources in a note of intent. This exhibition is also an opportunity to admire 30 exceptional works of art, difficult to access, like the paintings of Andy Warhol and to leave with unpublished derivative products available at the exhibition shop such as this sublime vinyl record, “Le Grand N° de Chanel” by Bertrand Burgalat. A playful, festive and olfactory enchanted parenthesis.

Registration on grand-number.chanel.com. FREE ENTRANCE.



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