Watch: An ASMR Unboxing Video Of The New Chanel Coco Crush Jewellery
How do you unwrap a present? Do you rip it into shreds in nanoseconds, ecstatic to get to its contents? Or do you carefully loosen each folded corner, savouring the symmetry of how it was wrapped?
If one’s gift unwrapping style is a personality test in itself, we wonder what can be said of Generation T honouree and thespian Oon Shu An’s approach. The actress has taken the process of unboxing to another level—an ASMR level to be exact.
What is ASMR? It stands for autonomous sensory meridian response. The ASMR movement has given rise to a rapidly-growing community online, where everyday sounds like brushing of hair are recorded to trigger tingles down listeners’ spines—not as the soundtrack for a Halloween party, quite the opposite: for relaxation.
While what the acronym stands for sounds scientific, the actual science on it is, in fact, scant. Yet these audio-driven videos are oddly soothing, and has become a unique phenomenon even being a popular (though scientifically-unproven) form of therapy.
Best enjoyed with headphones, in a quiet corner, journey through the unboxing of the latest addition to the Coco Crush range of jewellery, with Shu An.
Into its fourth year, the Coco Crush fine jewellery collection has expanded to include delicate 2-row chain pendants, a five-row statement ring and multiple sizes of the bracelet, now released in beige gold as well.
These everyday pieces are inspired by the matelassé or quilted pattern are available in white, yellow and—our favourite and an icon of the House—beige gold. They are made to be worn 24/7: wear them day and night, out dancing and in bed.
Content Director | Daphne Chen-Cordeiro
Director of Photography & Video Editor | Nicola Ng
Gaffer | Jufri Husne
Soundman | Haakon Teo
Hair | Calvin Gan/Hairloom
Makeup | Sam Ong
Nails | Ann Lim
Location | Shangri-La Hotel Singapore