THE WHAT? Chanel has become the first luxury fragrance brand to appear on Las Vegas’ Sphere. The 90-second spot featuring the French designer’s limited edition No.5 L’Eau, will air at regular intervals each day all week.

THE DETAILS According to a report published by WWD, the Sphere’s unusual curved LED screens echo the scent’s drop-shaped bottle, itself inspired by Marilyn Monroe’s claim to wear ‘a drop of Chanel No 5’ in bed, and nothing else.

THE WHY? Thomas du Pre de Saint Maur, Head of Global Creative Resources, Fragrance and Beauty, Chanel, told WWD, “We were maybe the first luxury fragrance brand at the Super Bowl, and the first to have a cinema director do commercials. We embrace the things that feel relevant.”