Chanel is taking a chance on Shoreditch to launch its new perfume

Chanel and east London probably aren’t a natural combination — most of the time, the French maison is better associated with its Sloane Street boutique in the exact opposite end of the capital. But, alas, they’ve opened a pop-up in Shoreditch because, well, they’re Chanel and they can do what they want. More specifically, though, the brand is celebrating their new Chance Eau Splendide fragrance (as well as their wider Chance perfume collection) and the temporary store is located on Chance Street, so the story checks out.

Open from now until 5 May, the pop-up is what can be elusively described as an ‘immersive space’. What that actually means is you can go there and play some games while you check out the new scent, or even get your makeup done in a Chance-inspired look. For the same price (£60), you can also nab a spot at the Chance Street ‘soirée’ on 1 May, where you can enjoy some cocktails and canapés, and (for the resident east Londoners) a DJ set. The cost of the ticket is also redeemable against purchases on the night, so that’s a pretty sweet deal if you’re in the market for a new perfume anyway.

If you’ve somehow managed to blow all your pay-day money already, though, you can equally take a gander down to see the pop-up’s massive purple graffiti mural (spoiler alert, the new fragrance is also purple). Hell, post an Insta story of it and show your followers how ‘in the loop’ you are. Maybe even peek inside to watch Jean-Pierre Jeunet’s ‘Chance Eau Splendide’ film featuring the star of the campaign and “Fever” singer, Angèle. It’s probably worth a watch to be fair because Jeunet, if you know anything at all about film, is a pretty big deal — as is getting a new perfume, so you might as well make a thing out of it.

Chanel’s ‘Chance Street’ pop-up is housed at The Dream Factory, 4 Chance Street, London E1 6JT, and is open Monday to Saturday from 10am to 6pm, and Sunday from 11am to 5pm.