USA. Chanel, DFS, JCDecaux and Los Angeles World Airports have partnered to create an interactive pop-up space for new feminine fragrance Gabrielle Chanel at Los Angeles International Airport (LAX).

The pop-up is open in the Tom Bradley International Terminal from 6 November to 31 December.

Consumers can discover the story of the beauty-to-fashion house’s founder – Gabrielle before she created the house of Chanel as Coco. They can also sample the new eponymous fragrance created by Chanel’s in-house fragrance creator Olivier Polge and embodied in the new campaign film by Kristen Stewart (see below).

The dynamic space, a first of its kind at LAX, also provides the chance to learn about the ingredients and inspiration behind the floral fragrance.

[Click on the YouTube icon to view the campaign film starring Kristen Stewart. It has attracted over 4.25 million views since being launched on 30 August this year.]

As reported, Gabrielle is Chanel’s first new fragrance pillar in 15 years. Gabrielle Chanel eau de parfum made its debut in Chanel boutiques last June has subsequently been rolled-out in selective domestic and travel retail doors.

LAX luxury: The pop-up experience, involving four industry stakeholders, lends tremendous brand visibility at the Los Angeles gateway