Chanel’s Coco Game Center Is An Arcade Unlike Anything You’ve Ever Seen

Getting your game face on takes on an entirely new meaning at Chanel’s Coco Game Center, a pop-up on the concourse level of Toronto’s Holt Renfrew on Bloor Street West that opened this past Thursday. Appearing in Japan first, where arcades remain a huge part of the culture, the game center is set up for the launch of Rouge Coco Lip Blush, a gel texture product that can be used for a sheer veil of colour on both lips and cheeks. But seriously, has being introduced to a new product ever been this fun? Didn’t think so.

The arcade features six Rouge Coco game stations when you can play either Sounds, modeled after Guitar Hero, and Smash, which is like Pong. If you win, a game center guide will offer you a prize (no, not a gigantic stuffie of Karl) such as a beauty consult or a Chanel pin. There’s also The Bubble Game, their version of a claw crane, in which samples and services can be retrieved from clear plastic balls meant to mimic the micro-droplets in the brand’s Hydra Beauty skincare. Or sit in The Beauty Ride and drive the Coco Car but not before re-applying your lipstick, which the glove compartment is stocked with. When your eyes need a break from all the pixels, have a rest in The Chance Lounge, where you’ll have to restrain yourself from stealing the Atari-esque looking Chanel throw cushions.

Gamers, you have until April 15th to work on your high score.