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Chanel Mobile Art

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Is it art? Is it marketing? Is it both? These are all questions that come to mind when looking at Chanel's Mobile Art project. The two-year touring art installation, which started in Hong Kong this year, pays homage to the famous French fashion house known for its iconic bags and luxurious style. But don't let the classic lines of the company's products fool you; marketers at Chanel thought truly out of the box for this one. The mobile installation is a 7,500 square foot pavilion, which can only be described as UFO-esque.

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Inside, visitors will find the work of 20 international contemporary artists – the likes of Sophie Calle, Yoko Ono and Tabaimo – all inspired by the emblematic quilted bag that made the fashion house famous.

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A collaboration between Chanel's artistic director Karl Lagerfeld and architect Zaha Hadid, the pavilion is more cutting edge than you might expect from a globally-respected company known for clothing the classiest of ladies.

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But that's what makes the installation so great. 'It's another way to communicate, to let Chanel surprise you,' said Bruno Pavlovsky, president of fashion activities. 'What we want to show is that creativity is not only for a product or an advertising campaign. It's the engine and essence of our brand.'

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Chanel Mobile Art is anticipated to make its way to Tokyo, New York, London, Moscow and Paris in the coming two years, bringing its innovation as an art installation and marketing campaign to consumers and lovers of aesthetics around the world. But if you can't make it to one of the locations, there's always the video. So whether you like the classic Chanel purses or not, the art installation is sure to get you talking; just what its creators want. AB

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