Across the Multiverse
CHANEL Academy Convention
Chanel
Client
Luxury, Beauty
Industry
Project type
Roll
Partners / Collaborators
The Context
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.
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.
The Challenge
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.
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.