Mirror Maze, The Fifth Sense - a collaboration between i-D & Chanel

MPC Creative produce interactive film for Es Devlin’s Mirror Maze Installation

Commissioned by The Fifth Sense, a partnership between Chanel and 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 at thefifthsense.id

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, Luke Halls & Nick Wood

Music and Sound Design

Christopher Shutt and Ben & Max Ringham


Machiko Weston

Es Devlin Studio

Max Klaentschi, Machiko Weston

Production Company

MPC Creative

i-D Commercial Creative Director

Bunny Kinney

Associate Commercial Creative Director

Claire Arnold

Commercial Supervising Producer

Tash Tan

Executive Producers

Sophie Gunn & Dan Phillips

Production Company Producer

Harvey Ascott


Sam Goldie


Zoe Izzard @ MPC & Dan Hemmington

VFX Producer

Louise Unwin

Shoot Supervisor

Mark Stannard

VFX Supervisor

Alexander Kulikov

VFX Team

Kalle Kahlstrom

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




Kai Van Beers