Chanel’s Floating Cinema in Hong Kong's Victoria Harbour
A couple of weeks ago, Chanel transformed the city's Victoria Harbour into a floating cinema to promote the brand's Bleu de Chanel fragrance line, for which film director Alfonso Cuarón created a short action film starring Jacob Elordi, the fashion house's latest brand ambassador.
The film was created as a tribute to Hong Kong's legacy in action cinema. Multiple double-sided giant screens were used to project the film. The vessel upon which the screens were set then made its way all along Victoria Harbour with the famed city skyline as a backdrop from West Kowloon's Cultural District to the shorelines of Quarry Bay.
The Chase by Alfonso Cuaron for CHANEL
Chanel's brand activation follows in the steps of other luxury brands, like Louis Vuitton and Audemars Piguet, using the city's famed waterfront and harbour for experiential marketing.
