This year is the 100th anniversary of possible the most iconic fragrance – Chanel No. 5. The company are celebrating by launching a new limited edition collection, which reimagines the No.5 range in a collection housed in everyday objects.

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“There can be as much value in products that we use regularly as in products that we use for very special occasions. It's all about the experience these products give you,” says Thomas du Pré de Saint Maur, Chanel's Head of Global Creative Resources Fragrance and Beauty. “By taking popular consumer items out of their context and dressing them up in the aesthetics of N°5, we return to CHANEL's first creative gesture: that of transforming a functional object into a desirable luxury item. That's what CHANEL FACTORY 5 is all about: offering the experience of luxury in everyday life.”

It is also a nod to Pop Art, which transformed everyday objects into works of art. “As N°5 celebrates its 100th anniversary, CHANEL FACTORY 5 also reminds us that youth is above all a state of mind: daring to take a step to the side, to have the freedom to be oneself in spite of convention, not to take oneself seriously, to be light without being frivolous. To have the audacity to prefer the youth of imagination to the oldness of habit. That's what this collection says to us,” says Thomas du Pré de Saint Maur.

From June 29, Chanel will deploy this industrial scenography across the world's largest cities. These pop-ups, imagined as theme parks dedicated to N°5, immerse people in a world which mixes the black and white identity of N°5 and the bright colors of pop culture. The experience is intended to be entertaining and offers a journey around the 17 products in this limited edition collection.

You can see some photos of the Selfridges London pop-up below

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In a factory setting, the public follows the product through the various production line workstations and ends its journey with a visit to the factory store where they can watch playful, offbeat demonstrations. For those unable to attend one of the pop-ups, a digital version is available on the Chanel website.