CHANEL J12

Launch of the new CHANEL J12 watch collection.

A pared-back graphic universe, built on two strong polarities: black and white, masculine and feminine. Typography, materials and plays of light echo the emblematic codes of J12 ceramic, grounding every communication touchpoint in the collection's universe. This graphic system carries through to the shop windows and campaign visuals, for seamless brand continuity. This contrast becomes the common thread running through the brand's entire discourse, from digital to point of sale.

This strong visual identity becomes instantly recognisable across social media content and points of sale. Technology and interaction sit at the heart of the device imagined for CHANEL: a main room unveils the new collection and leads into six activation rooms, where visitors interact with digital devices driven by motion and mobile. The visitor journey alternates physical moments and digital interactions to strengthen engagement at every step. Each room offers a different reading of the J12 universe, for an immersive, memorable brand experience. The experience is designed to be as photogenic as it is functional, encouraging spontaneous sharing on social media.

Opposites don't repel, they attract.