Chanel Turns the Chateau Marmont Into a Game of Hide-and-Seek

Chateau Marmont has always been filled with secrets. In the latest campaign, Chanel transforms the legendary hotel into a playground for the reimagined Coco Crush fine jewelry collection—unfolding through an intimate game of hide-and-seek from room to room, corridor to corridor.

Since 2015, Coco Crush has translated Chanel’s quilted motif—an echo of the 2.55—into fine jewelry defined by incisions carved into gold. Now, the house pushes the idea further, engineering sleek necklace and choker styles with mesh-like construction and a sliding clasp for a precise, close-to-the-skin fit.

Offered in beige gold, yellow gold, or white gold with diamonds, the short necklace is clean and precise, while the choker is bold and contemporary. The beige gold cuff—defined by a wide band and sharpened quilting—lands as the core statement piece.

Directed by Gordon Von Steiner, the “Hide and Seek” film stars Jennie as the seeker and Gracie Abrams as the hider, their paths crossing in hidden spaces that tilt the campaign toward suspense instead of spectacle. Mona Tougaard, Mathilda Gvarliani, and more muses round out the ensemble, each underscoring the campaign’s emphasis on rediscovery, whether that’s planned encounters or the ones that land like accidents.

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Discover the full Coco Crush campaign and explore the collection in detail at chanel.com.