Are we in Chanel’s virtual reality era?

31 Mar 2024

You may not know the multisensory experience of “Le Bal de Paris” by name, but the performance is capturing the attention of some of luxury’s most influential brands.

Earlier this month, after leaving its mark on the likes of Paris, Geneva, and Taipei and winning the title of “Best VR Experience” at the 78th Venice International Film Festival in 2023, the virtual reality-powered production landed in Singapore. Set within a Parisian ballroom, guests immersed themselves in the city’s extravagance, complete with virtual outfits. And who better to design those outfits than the staple of French elegance, Chanel?

In other Web3 news this week, Nike has released the second volume of its “Airphoria” experience in collaboration with Fortnite. Can the activation keep up with the high expectations of gaming aficionados?

Chanel designs digital outfits for award-winning virtual reality experience
What happened: As part of the Le Bal de Paris multisensory VR experience, where participants wear body-tracking devices and immersive headsets, Chanel has designed a series of digital garments for guests to wear. The wardrobe includes high-neck gowns and tailored tuxedos in Chanel’s quintessential black and white.

The verdict: After shying away from major Web3 projects and hype, Chanel is quietly crafting its own presence in the metaverse. This latest initiative indicates that the brand is eager to explore the potential of virtual reality and how the tech can bring its craftsmanship to the digital world.

2024 is gearing up to be Chanel’s year of Web3-infused activations. In January, the brand launched “Chance The Game,” a gamified experience featuring customizable avatars and mini activities. While designed to attract digital-savvy Gen Z, opting to go independent rather than teaming up with giants like Roblox and Fortnite dented the game’s success, resulting in minimal hype or media discussion.