THE FIFTH SENSE - a collaboration between i-D & Chanel

Mirror Maze

Mirror Maze - commissioned by The Fifth Sense: a partnership between Chanel and i-D

Commissioned by The Fifth Sense: a partnership between Chanel & i-D, Mirror Maze is a multi-room installation that explores scent as a high-speed transit through memory and identity.
MPC Creative, with director Nick Wood, have created both the installation film and the interactive version of the exhibition, which can be experienced here

The Mirror Maze  journey begins with a film of hands at work defining a reflected face using the tools of a stage designer. Viewers enter the face–shaped hole in the film and find themselves within the maze structure they have seen being crafted.

Echoing the forms of Coco Chanel’s 1920s mirrored staircase at her Rue Cambon apartment in Paris, the maze references a stage designer’s experience of endless contorted backstage

 corridors and alludes to the complex psychological architectures we each create around ourselves. 
The disorientation of the maze culminates in a water-filled room surrounded by a cascading film composed to evoke the sensation of physically falling – an analogy for the way in which scent bypasses the cerebral cortex and connects us directly to remembered emotion and identity.

Finally, the audience leave the maze through a space filled with a new scent created specifically for the 5-day duration of this work by Chanel’s in-house perfumer Olivier Polge. 

Once the show has ended this scent will exist only in the memories of those who passed through it.


Creative Director
Es Devlin
Created By
i-D, MPC Creative & Nick Wood, Luke Halls
Music & Sound Design
Christopher Shutt and Ben & Max Ringham
Machiko Weston
Es Devlin Studio
Max Klaentschi, Machiko Weston
Production Company
MPC Creative
i-D Commerical Creative Director
Bunny Kinney
i-D Associate Commercial Creative Director
Claire Arnold
i-D Commercial Supervising Producer:
Tash Tan
Executive Producers
Sophie Gunn & Dan Phillips
Shoot Producer
Harvey Ascott
VFX Producer
Louise Unwin
Director of Photography
Sam Goldie
VFX Supervisor
Mark Stannard
Alexander Kulikov, Kalle Kahlstrom
Zoe Izzard, Dan Hemmington,
Kai Van Beers
Interactive Creative Director
Andre Assalino
Interactive Producer
Joana Flor
Creative Developer
Daniel Lewis
Front-end Developer
Dan Edgar
Back-end Developer
Pedro Rocha
UX Designer
Ben Ellis

contact: MPC Creative


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