President of Fashion Activities, Chanel Limited
Art inspired by classic Chanel handbags
(3 Jun 2008) SHOTLIST :
music on catwalks not cleared for use. replace with your own clearable music
AP TELEVISION - mute
1. Various of archive footage and stills of Coco Chanel
New York May 2, 2005
2. Various of Chanel outfits
3. Mid of Chanel handbags
Yoyogi National Gymnasium, Tokyo - May 31, 2008
4. Wide of large Chanel bag as made by Sylvie Fleury
5. Close up of the inside of the large handbag made by Sylvie Fleury showing a video playing
6. Setup shot of Sylvie Fleury posing for photos
7. SOUNDBITE (English) Sylvie Fleury, Artist
"What's interesting actually...
Transcript (6 segments)
B
Bruno Pavlovsky0:22
After graduations, you want to go... What's interesting actually is to accept challenges sometimes which are not what you were thinking of going and what you were thinking of doing, because otherwise you become—you live in your own world and you create your own little work that will always be limited by the limit of your thoughts.
Behind the Chanel bag there are a lot of values—luxury values, creativity, modernity, immunity, freedom—and we have asked the artist to work on these values. And I think the result is something quite unique, something quite conceptual, but everything is working together.
A
Architect2:48
This project moves and it's mobile. It's different than a normal museum which has one context. This project is actually going to be situated in seven different cities all around the world, so it has to adapt to all the various site conditions.
We are always looking, especially in this case, to create an enigmatic object, a strange object that people will be attracted to and that people would like to go into. And that's why we are using a design language that is highly sculptural. At the same time, the fluidity of the shape also echoes the concept of mobile art.
B
Bruno Pavlovsky3:52
We went to—as Chanel, for a long time they did want to work together and they needed to find a good opportunity. And the idea to work on this concept on the Chanel bags was a good opportunity for them to work together.
What is inside of this pavilion is not Chanel products. It's more about bringing up the spirit of a company that wants to focus on creativity and to frame the spirit of the brand.