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Chanel's Biggest Advertisement Ever
July 28, 2008
Chanel Mobile Art. Photo Credit:Toshio Kaneko for the New York Times.
As written-up in The New York Times, October 20th will see the US opening of Chanel's most ambitious advertisement ever: a 7,500-square-foot temporary art gallery designed by London architect Zaha Hadid. Mobile Art as it has been named, will serve as a futuristic-looking gallery space for 15 pieces of artwork created by 15 "hot" contemporary artists and influenced by the design of one particularly famous Chanel handbag.
Artist Sylvie Fleury's video-installation and sculputre. Photo Credit: Toshio Kaneko for the New York Times.
The project certainly gets people thinking. For fields that are so closely related in many ways, fine art and advertising are often seen as diametrically opposed to each other. It's pretty cool that everyone could get together and work on this project together. It also seems like Chanel—as they absolutely needed to do in order for this project to be successful—allowed the artists to create whatever they wanted based on their "classic 2.55 quilted-style chain handbag," something that a whole lot of brands would have been uncomfortable doing. It seems that Chanel's execution of the entire project is rather successful. What better way to tout the historical and cultural significance of your brand then to have 15 acclaimed artists produce 15 pieces portraying 15 unique perspectives? Sure beats a photo shoot.
Written by Geoff Howser in Op-Ed.
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