We take a look at Chanel's festive advent calendar installation, at the Covent Garden beauty boutique
Who? On the fourth day of Christmas, Chanel gave to us… well it could be a make-up bag, a limited edition fragrance or an illustrated portrait. In the spirit of Christmas, Chanel has constructed a supersized advent calendar installation at the Covent Garden beauty boutique. A new box is opening every day, with festive treats ranging from complimentary makeovers and manicures to luxury products and sample giveaways. There is also a range of festive in-store events taking place: beauty tutorials in perfecting the perfect eye-flick a la Brigitte Bardot and fragrance master classes run alongside illustrated portaits and giftcards by Jason Brooks and Jo Bird.
"Chanel has constructed a supersized advent calendar installation at the Covent Garden beauty boutique"
What? Chanel is not the only brand to upscale the age-old advent calendar. Liberty of London’s luxury beauty calendar sold out in record time, boasting £420 worth of beauty and fragrance. Selfridges has an Enchanted Spells Calendar while Jo Malone offers a sweet-smelling pop-up countdown, decked out like the front of the brand’s Georgian townhouse. However Wedgwood have really knocked it out the park with their £12,000 Advent House, complete with 24 custom-made porcelain products, available at Harrods. Elsewhere, Charlotte Olympia has an online Christmas bandit machine, where you can spin-to-win.
Why? The advent calendar has come a long way since its humble 19th century beginnings, when it was simply a candle – one per day. Next came the Christmas clock, before the first printed calendar in 1908. Chanel have long been linked to Christmas – this photograph of American G.I.’s queuing to buy Chanel No.5 in Paris at the end of WW2 to take home as presents for their loved ones really warmed our hearts.
Visit the Chanel advent calendar at the Covent Garden Boutique.
Words by Mhairi Graham
