Chanel launches world-first promotion for N°5 at Atatürk Airport

By Kevin Rozario |

This Saturday, Chanel is launching an exclusive and attention-grabbing space dedicated to its bestselling N°5 scent at TAV Istanbul Atatürk Airport in partnership with Gebr. Heinemann and ATU Duty Free.


The 50sq m presentation is in the main concourse outside ATU Duty Free’s main store. It is in the shape of a giant jewellery box with emerald-cut diamond edges, and guides passengers through the brand’s different olfactory compositions.


According to Chanel, its artistic department has created a space dedicated to dreams and emotions and it will be present right through the Christmas period until 15 January. Brad Pitt, the novel and bold choice to front the iconic perfume which Chanel describes as “forever feminine”, will be featured very prominently in the pop-up.


The choice of Pitt to front the N°5 advertising campaign is reported to have been described by Chanel’s Head Designer and Creative Director, Karl Lagerfeld “as a great idea because it is men who have to smell the fragrance”. It is the first time the privately-owned company, has used a man to promote N°5.



In recent years, Chanel has been upgrading many of its spaces in top duty free and travel retail locations such as London Heathrow with its Chanel Espace concept. At the same time, the company has decided to withdraw from inflight, and concentrate on locations where it can present its full beauty portfolio to passengers.


The Atatürk presentation follows several high-level promotions the brand has run in DF&TR including a major coup for Heinemann in Frankfurt in 2009 when the retailer was the first to launch Chanel’s Les Exclisifs collection – previously only sold in the brand’s boutiques – into the airport channel.


N°5 was created in 1921 and, ever since, Chanel has been communicating the scent using strong and daring creative direction, with a focus on the cinema.


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