There’s no doubt that the luxury retail segment in the Netherlands has gone leaps and bounds in recent years, and this phenomenon is most evident on P.C. Hooftstraat, a high-end shopping strip just outside Amsterdam’s Canal district. Chanel has been present here since 2006, but in different incarnations – the french fashion house previously occupied a much-publicized temporary store further down the road – and following a two-year renovation of the original premises it has moved back. The Chanel boutique occupies 145 sqm. [1.561 sq.ft.] set across two floors of two adjacent buildings, and features a modern yet glamorous interior design by lauded New York City-based architect and longtime collaborator Peter Marino.
The aesthetic takes cues from Coco Chanel’s lavish apartment on Rue Cambon in Paris, and presents a backdrop of marble, gold metal, lacquer for furnishings crafted from luxurious fabrics and a range of specially commissioned artworks. The lofty and light-filled ground floor presents Chanel’s highly coveted seasonal handbags, small leather goods, costume jewellery, scarves and glasses, as well as a selection of watches and jewellery pieces. At its core, a large concrete podium is situated, displaying a selection of ready-to-wear ensembles. Further along to the right, shoppers can find a salon that’s entirely dedicated to the latest shoe collections.
A white marble staircase leads to the second floor – alternatively, an elevator is available as well – which presents the ready-to-wear collections. Two intimate salons, furnished with elegant tweed sofas, present a selection of knitwear. As said, art permeates the premises, and it’s on this floor where both antique pieces are eclectically paired with modern design: two sculptural bronze lamps, a black and gold handmade glass coffee table, as well as a firebird chair by the late american designer Wendell Castle are complemented by an 18th century white limestone fireplace. Adjacent to both ready-to-wear salons, artworks by hanns schimansky and dan walsh are displayed in three fitting rooms.
Images © Chanel