The Chanel Beauty pop-up in Milan: an immersive experience not to be missed
The Chanel Beauty pop-up offers an unmissable experience free of charge to all those who wish to participate: a trail of colourful, Instagrammable rooms, including a cinema and a pink disco, open until March 20.
The Chanel Beauty pop-up in Milan: what is it?
The pop-up, signed by the French maison, was inaugurated on March 8 and will remain open to the public until March 20. The aim of the initiative is mainly to launch the new Rouge Allure Velvet Nuit Blanche lipstick collection in an alternative way, offering a unique and unmissable itinerary to the public during which it is possible to test the line’s makeup products.
There are no less than five rooms organised, allowing visitors to immerse themselves in the nightlife of the French capital while being in Milan in broad daylight. The space is open every day from 11 a.m. to 8 p.m., with the exception of the weekend, when it will remain open until 10 p.m.
But what are the five stages of Eight Rouges One Night, the path signed by Chanel?
After waiting for your turn in line, you will finally be able to enter the pop-up. Once inside, you will be catapulted into the Day Store, where you will find a button to press that will assign you the room from which to start the route, divided into 5 different rooms. But what are these five rooms, introduced by Velvet Boulevard?
1. The photocall within the advertising campaign
Yes, during the photocall, it will be possible to take a Polaroid in a room simulating the setting of the Rouge Allure Velvet Nuit Blanche collection advertising campaign spot.
2. Le cinéma le luxor
You will also find a cinema-themed room, complete with armchairs and popcorn, to enjoy while watching the commercial featuring Margot Robbie, the testimonial of the Rouge Allure Velvet Nuit Blanche collection.
3. The Grand Hotel
In the Grand Hotel’s exclusive suite, you will be able to receive 15-minute consultations on makeup and skincare, as well as test the lipsticks from the new collection and take numerous selfies thanks to the many mirrors on the walls. In the same room, you will also find some of the maison’s most iconic perfumes on display, as well as an elegant sofa in the shape of the brand’s unmistakable double C logo.
4. The jazz club
The space dedicated to the jazz club offers an olfactory journey in which the ALLURE fragrances from the women’s and men’s lines are presented to us.
But will it be possible to buy the products we encountered during the entire journey? Of course it will. It ends with the Chanel Night Store, where you will be able to receive expert advice on the products best suited to your needs. You will not only find the eight shades of red lipstick from the Limited Edition Rouge Allure Velvet Nuit Blanche, but also other products and best sellers from the French fashion house’s beauty line.
5. The “Velvet” disco
You will have access to the exclusive “Velvet” club designed by Chanel, which will immerse you in an explosion of pink and music, as well as give you the opportunity to try out the line’s products.
In conclusion, you have more than a week to indulge in this immersive experience inside the Parisian Maison’s night-time beauty store.
Where is it located?
Address: Via S. Carpoforo 9 – Milan (Brera area)
Opening hours: Mon-Thu 11am-8pm, Fri-Sun 11am-10pm
Admission is free, but you must register and book on the official website by clicking here.
Conclusion: Chanel’s pop-up in Milan offers an unmissable immersive experience until March 20 2024, giving the public the chance to get to know the new limited edition lipstick collection, Rouge Allure Velvet Nuit Blanche.
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