Across the Multiverse CHANEL
2023 Academy
Convention
Role:
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Concept / Ideation
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Creative Director
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Art Director
Client:
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CHANEL
Partners & Collaborators:
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Funlife
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Roberto Guerrero
The CHANEL Academy is a specialized international training platform dedicated to beauty advisors, offering comprehensive education on CHANEL's universe and product range. It provides resources to enhance sales skills and deepen knowledge of CHANEL's perfumes and beauty products.
The convention focuses on advanced training, product launches, and discussions on industry trends, aiming to equip attendees with the latest insights and techniques in beauty and fashion.
Overview
The convention emphasizes four primary areas: beauty products, perfumes, makeup items, and advertising campaigns, including launch schedules and promotions.
In 2023, Mexico City was selected as the convention venue due to its outstanding connectivity, warm hospitality, diverse tourist attractions, and rich cultural heritage.
Across the Multiverse
CHANEL Academy Convention 2023
The 2023 CHANEL Academy Convention marked the brand's return to in-person events since 2019, aiming to deliver a high-impact experience.
Although hosted in Mexico City, the creative concept deliberately avoided local cultural references to maintain alignment with CHANEL's brand identity.
The focus was on showcasing the brand's versatility, its expansive imagination, and Mademoiselle Chanel's fascination with the esoteric and symbolism.
The Challenge
Additionally, the convention highlighted CHANEL's expansion into diverse markets, audiences, and lifestyles, underscoring its adaptability and global resonance.
The brand also aimed to align the event with current trends and contemporary pop culture, seeking to establish an immediate connection with modern art, cinema, and culture.
For the creative concept, we embraced the prevailing Hollywood trend of "Multiverse" films, which was at its peak and allowed for a narrative of simultaneous parallel realities—an idea that supported the brand's objectives for the convention.
To add a pop and somewhat eclectic touch, we adapted the title of The Beatles' famous song "Across the Universe," replacing "universe" with "multiverse" to create an updated phrase that emphasized CHANEL's transcendence beyond the universe itself.
Across The Multiverse
To develop the event's visual identity, we drew inspiration from Coco Chanel's deep fascination with the esoteric and symbolic, particularly her affinity for astrology and constellations. These elements were integral to her life and subtly woven into the brand's codes across various products, including adornments, jewelry, textiles, and haute couture pieces.
We crafted unique constellations using the brand's symbols, letters, and numbers to create the event's imagery. This approach established a visual language and aesthetic that aligned with the concept while preserving the brand's elegance and style.
A central feature of the event was the plenary hall stage, which hosted key conferences, including the opening and closing ceremonies.
Inspired by the "Across The Multiverse" concept and drawing from the production designs of iconic films like 2001: A Space Odyssey, The Empire Strikes Back, and Apollo 13, the stage was envisioned as a minimalist Multiversal Portal. This design aimed to serve as a window into the various universes of the CHANEL brand, providing a neutral backdrop that allowed each presentation's content to shine without distraction.
Production Design & Art Direction
Following the design of the plenary hall stage, we developed various support elements for the convention, including registration tables, rest areas, and hospitality desks.
A key aspect of the event was the creation of smaller stages for workshops. To optimize space, we designed modules with a portal-like aesthetic that divided each room into two sections, enabling simultaneous presentations. These sessions utilized headphone audio systems to prevent sound overlap. The design facilitated movement and created a tunnel-like experience that was both simple and impactful.
Immersive Experiences
To enhance the event, several immersive experiences were designed:
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Relaxation Area: Featured a large cushion for lounging, accompanied by atmospheric audio to create a serene environment.
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Interactive Ice Cream Bar: Included a screen that changed colors based on the selected flavor, utilizing hues similar to the brand's makeup line.
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Beverage Bar: Offered drinks inspired by the brand's perfumes, providing a sensory connection to CHANEL's fragrance offerings.
