A new chapter begins in the love story between Paris and Chanel… Besotted with the French capital, the House now sets up shop on one of its most famous avenues: the Champs-Élysées. An epicenter of shopping and tourism, this street is also an essential meeting place for Parisians.

Chanel moves back into the location of its pop-up shop to launch a beauty concept that is unprecedented in Europe. A concept that focuses on the experience and product creation, based on a new spatial identity and an open spirit of luxury. Two beautiful exterior windows offer a perspective inside this 100-square-meter space, designed like a double boutique. The clean, understated lines define several distinct worlds: makeup, fragrance and skincare, and exclusive products. Traced around the pale stone floor, the corners of the white-lacquered walls and the frames of the display stands, a black trim echoes the signature of the Chanel packaging.

The distinctive twin tone of the House is spruced up with youthful and dynamic pink, which dresses up the first space of the boutique: the makeup studio. Walls turn heads with a 3D effect, perforated and enhanced with hundreds of Chanel lipstick tubes and nail polish bottles, like an arty installation. They also feature two alcoves housing the makeup collections. In the center, a long table topped with mirrors and surrounded by tall chairs invites visitors to try the colors and textures and receive tips from Chanel makeup artists.

An exclusive selection of sunglasses creates the transition with a second space, dedicated to fragrances and skincare. A central element crowned with a golden metal asymmetrical pyramid welcomes the Les Exclusifs de Chanel collection. Around it, the women’s and men’s fragrances, as well as face care, are united in an olfactory and sensorial bookcase. House experts are also present to guide guests through the space.

In the back, a trompe-l’oeil facade with a black awning and white lettering invites clients to enter a “shop-in-shop.” Under an invisible mezzanine, an entirely black room is lit up with four structures inspired by the two-tone packaging. Here, Chanel set up a cabinet of curiosities showcasing the House’s most luxurious creations, as well as exclusive products to indulge in or offer as gifts, available only in this Parisian boutique. Amongst these items, pop-up cases enclose the iconic bottle of the House or an illuminating powder engraved with a view of Paris.

With this new boutique, Chanel initiates a vision of beauty in which a holistic experience meets expertise, interactivity and accessibility. A boutique that adapts its look to the collections and desires of the moment, which clients will enjoy discovering or rediscovering, season after season.

Photos: Courtesy of Chanel

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