London is one of the planet’s leading shopping destinations, and with that perspective the fashion brand synonymous to Parisian chic has pulled out all the stops for a new flagship store on new Bond street, one of the city’s most prestigious addresses. We’re obviously talking Chanel’s major retail statement, one that sees the full spectrum of the brand’s luxury collections showcased across no less than 12,000 sq.ft. [1,115 sqm.] on three separate floors. The store has been designed by Peter Marino, the New York-based architect who has previously worked on other Chanel flagships worldwide.
It’s structured around an atrium at the core of the building and features an interior that combines a lavish mix of materials such as soft gold and bronze with reflective glass, marble and lacquer. Different textures are subtly put in contrast while at the same being captured in a modern archtectural scheme. Adding another sophisticated layer are various specially commissioned artworks and contemporary and antique furniture pieces. Upon entering the flagship, shoppers find a setting with hand-woven wall panels and inlay floors that’s inspired by Coco Chanel’s famed apartment on Rue Cambon in Paris.
This space features separate areas dedicated to watches, fine jewellery and accessories. Presented elsewhere on the ground floor are costume jewellery, small leather goods, bags, separate walls for shades. Scarves and belts, and counters laden with Chanel beauty products. One floor up the brand’s ready-to-wear collections are presented in a homey yet equally plush environment with an imposing antique fireplace and artworks by Karl Lagerfeld, Richard Deacon and other artists. Die-hard Chanel fans will surely drool over selected pieces from the Paris-Édimbourg 2012-2013 Métiers d’Art Collection.
Both ready-to-wear rooms have a series of try-on salons, and there’s also a double shoe room filled with trophies. A giant swirling pearl-necklace sculpture by french contemporary artist Jean-Michel Othoniel dangles playfully from the ceiling inside the atrium, and is best viewed from the second floor.
This floor is conceptualized as a gallery space, and is decorated with paintings, prints and sculptures, mixed and matched with Chinese carpets consoles and lacquered walls. A third ready-to-wear space is situated here. Needless to say that the opening party was a Jolly Tête-à-Tête, attended by Chanel dignitaries, architect Peter Marino and excited London A-listers.