Chanel becomes first beauty brand to light up this Las Vegas landmark

By Alessandro Carrara | Published: 17-Jun-2024

The luxury fragrance brand’s ad will run until 20 June on Sphere, one of the largest LED screens in the world

Chanel is lighting up a Las Vegas, US, landmark this month to promote its latest fragrance.

A campaign for the limited edition version of Chanel’s N°5 L’eau perfume will be displayed on the world's largest spherical building, aptly named the Sphere, until 20 June.

Chanel is the first beauty brand to host an advert at the venue, which is also said to be one of the largest LED screens in the world.

Sphere was designed by architecture firm Populous, with construction on the US$2.3bn project beginning in 2019.

The destination is composed of an exterior 16K resolution LED screen made up of 1.2 million puck LED lights and an interior arena which can house around 20,000 people.

It opened in September 2023 with a performance from Irish rock band U2.

Chanel’s N°5 L’eau Drop perfume

Chanel’s N°5 L’eau Drop perfume

“The technology behind Sphere’s immersive surface provides limitless space for content creation, allowing artists to explore ideas not previously possible,” said Gabe Braselton, Senior Architect at Populous.

Since then it has been used by retail giants such as Coca-Cola, Microsoft and Disney to advertise their products.

Running an ad at the Sphere is widely reported to cost around $450,000 a day or $650,000 per week.

The price of advertising skyrocketed during the final day of the Super Bowl in February 2024 and was estimated to cost $1.5m to $2m for a 12-hour slot.

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