High-fashion brand Chanel is celebrating the launch of its new fragrance with an out-of-the-box marketing campaign.
When you think Chanel, you think Paris, caviar and private limousine rides. But from September 8-10 you’ll also be thinking “diners.”
According to their website, the brand is opening the Lucky Chance Diner as a way to celebrate the launch of the new Chance Eau Fraîche perfume with their adoring fans. The location, decked out in pink and green with plenty of Instagrammable charm, can be found at 225 Wythe Ave. While an event page does say that walk-ins are welcome, reservations are recommended – but good luck getting one.
Chanel Is opening a diner in the middle of Brooklyn in celebration of both its latest fragrance, Chance Eau Fraîche Eau de Parfum pic.twitter.com/PjYOPaX1Tq
— HYPEBEAST (@HYPEBEAST) August 29, 2023
What does one get for a reservation at a Chanel-themed diner, though? Well if you were hoping for some high-fashion hotdogs or a Double-C-branded burger you’re in for a disappointment.
The menu will be stocked with a bevy of fragrance options, and each diner will be taken through a 30-minute, interactive experience during which you will find the Chance scent that was made for you. While there aren’t many details on exactly how the entire process will go down, customers will eventually be taken to the back of the diner to experience a vending machine with customizable gifts, perfect for the Chanel junkie in your life!
So, no, there will not be any food at this “diner” event, though there will be refreshments served both in the diner and outside in the courtyard. Additional games will be available outside as well as a cheeky pick-up window where you can purchase a variety of Chance perfumes including the newest release.
For those who want a more complete shopping experience or just didn’t find a Chance fragrance they fell in love with, no fear! The Chanel boutique is a short 5-minute walk from the diner location. So if you have a hankering for a “snack” after your trip to the diner, you can head over and make any extra purchases that may tickle your fancy.
The three-day experience is one of the more wacky ways a brand has chosen to celebrate the launch of a new product, but given the massive popularity of the event it may not be the last time we see something like this.
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