On April 18th 2019, CHANEL unveiled the fourth chapter of the "Mademoiselle Privé" exhibition at the West Bund Art Center in Shanghai. After London in 2015, Seoul in 2017 and Hong Kong in 2018, the "Mademoiselle Privé" exhibition is making a stopover in this modern and dynamic city from April 20th to June 2nd 2019, continuing an immersive journey through the origins of CHANEL's creations capturing the charismatic personality, audacity and irreverent spirit of Mademoiselle Chanel and Karl Lagerfeld.
Unique to the city of Shanghai, this "Mademoiselle Privé" totally renewed scenography revolves around three emblematic addresses, materializing in the exhibition as three houses, each one a dreamlike immersion into the very sources of CHANEL’s creative process : 31 rue Cambon, the mythical address housing the Creation Studio and the Haute Couture ateliers, 18 Place Vendôme dedicated to the High Jewelry with the reedition of the one and only collection 'Bijoux de Diamants', and Grasse, where the perfumer Ernest Beaux and Gabrielle Chanel together created CHANEL N°5 in 1921.
To enhance the visitors’ experience CHANEL launched a dedicated "Mademoiselle Privé" WeChat service account on which they can upon registration enjoy a mini-program. Visitors could also listen to the introduction part of audio guide specially recorded by CHANEL ambassador Zhou Xun on mini-program. An exhibition account on Douyin is also launched for an augmented reality experience.
Following a private viewing, guests celebrated the opening in a setting created especially for the evening on the ground floor of the West Bund Art Center, with live performances by singer Dua Lipa, Ibeyi and DJ James Righton.
Guests attending the opening night included CHANEL ambassadors: Keira Knightley, Caroline de Maigret, Zhou Xun, Liu Wen, William Chan, Jelly Lin, Victoria Song, as well as actresses Julianne Moore, Dilraba and Ning Chang and actor Jing Boran.
The "Mademoiselle Privé" Shanghai experience is extended to four CHANEL boutiques in Shanghai and one in Beijing where special windows and installations are exposed to welcome the walk-in customers to further explore the limitless modernity of CHANEL.