New York Threads

November 21, 2011

Chanel Camelia Flower Coloring Project / by Teresa Mahoney 

Is Chanel reaching out to younger consumers with a coloring book? Not quite. But their new microsite does have a section called Kid’s Space which offers a coloring book with seven images—from clutch purse to stiletto—to digitally color by selecting from a palette of 36 shades. 

The site was created to complement the “Culture Chanel” exhibit (running through December 13th) at Beijing’s National Art Museum of China. Over 400 works will be exhibited including paintings, drawings, jewelry, and some of Chanel’s historic private collections.

Other site features include a matching game, product histories, and photos.

Memory Game on Culture Chanel

Fan Di’an, the director of the National Art Museum of China, said in a foreward:  

With a booming economy and an evolving lifestyle, the Chinese people have grown to be more and more appreciative of the value and meaning of the art of design.

According to Deft Creative, a UK-based marketing company, a microsite can help with branding, product launches, and better communicate with a target audience. 

So many times we see home pages which have yards and yards of text, telling the visitors a hundred different messages. If it takes a visitor a long time to find what they want, they will become frustrated and leave. 

However, Chanel’s microsite may cause an entirely new problem: fashion game addiction.