Conceived in 1921 by Ernest Beaux, the mythical fragrance celebrate a century of retail life. For the occasion, the iconic Parisian luxury brand presents a pop-up store with entry-level products elevated by Chanel’s luxury codes.

Part luxury department store and part 5-star luxury hotel with a dozen restaurants, La Samaritaine has bloomed with Parisian spring after 16 years of hibernation to claim the spotlight in Central Paris.

Luxury and premium brands producing top-quality content is nothing new. However, creating short-films that aim to compete on international film festivals and secure a spot on streaming platforms is taking the game to a whole new level.

It’s the buzzword out there, but what is it exactly? And what’s its real value?