Chanel exploits the growing trend of architecture and art as luxury brand communication as its UFO pavilion began its two year global tour in Hong Kong earlier this year.
Chanel Mobile Art is a groundbreaking travelling art exhibition, all housed in a mobile, 2,300-square-foot UFO-shaped structure. It weighs 180 tons and was shipped to Asia in 700 pieces, each no bigger than an inch or so thick and about seven feet wide, then assembled in Hong Kong over the course of a month. Organisers predict that it will take two weeks to disassemble and about three weeks to ship to the next stop in Tokyo. From there it will continue on a six-city tour that runs until early 2010, traveling to New York, London, Moscow, and, finally, Paris.