The “La beauté se cultive” show will take place in the Jardin des Plantes and will replicate the “open-sky” Chanel laboratories that are scattered around the globe, where the brand sustainably grows and studies specific plants that then might be used in its skin-care formulas.
In 2002, Chanel opened one of its open-sky labs in Madagascar to study Vanilla Plantifolia. Then in 2010, the brand opened another lab in the southern French Alps to house medicinal plant sources that had been overlooked since the second half of the 20th century.
The latest two-day exhibit will focus on rare plants from its botanical collection and will take place next to the Jardin des Plantes, a 400-year-old botanical garden in France created by Louis XIII as the royal garden of medicinal plants.
Chanel’s horticultural exhibit follows a string of experiential events from the brand. In January 2019, the beauty giant opened its concept store The Atelier Beaute Chanel in Soho in New York City, where consumers can take beauty lessons, explore skin regimens with experts and try their favourite perfume in the store’s scent garden.
In December 2019, Chanel also hosted an experiential ski lodge inside The Standard High Line in New York inspired by its No.5 fragrance campaign. Free to the public, "Chanel No 5 in the Snow" was full of eye-catching moments including an ice skating area and augmented reality-enabled snow globe filter.
Founded in Paris in 1909, Chanel has grown to become one of the world’s most renowned luxury brands.