Image Image Image Image Image Image Image Image Image Image

Luxury Retail | July 13, 2024

Scroll to top


Tokyo open their 1st Chanel Beauty House - Luxury Retail

Tokyo open their 1st Chanel Beauty House

Chanel opens boutique in Tokyo

In a market as mature and savvy as in Tokyo, Japan, luxury brands go to great lengths to raise their profile and attract customers. And Chanel is no exception.

The iconic Paris-based fashion house has a huge following in this land, not only in fashion but also in cosmetics and fragrance. It is in the latter category that Chanel is changing tack, opening a new dedicated beauty boutique in Tokyo.

Officially called the Chanel Beauty House in Tokyo, the retail space is situated just behind Chanel‘s flagship store on bustling Omotesando Dori. It is located in a maze of alleys lined with luxury boutiques.

La imagen tiene un atributo ALT vacío; su nombre de archivo es chanel-beauty-house-tokyo-01.png
Occupying 150m2 distributed over three floors of a modern structure.

It’s been a complete makeover by the brand’s in-house design team. Now you see a facade bathed in while and overlaid with lines of sewing patterns and phrases from the brand itself.

To one side is a mobile staircase with an elegant canopy in soft pink.

La imagen tiene un atributo ALT vacío; su nombre de archivo es chanel-beauty-house-tokyo-02.png
The ground floor offers a brand experience with the full range of Chanel cosmetics. It’s made with high-tech, like Beauty Recordings, which lets shoppers record personalized videos of touch-up sessions, and Chanel Try-On, a makeover tool for virtually trying on makeup.

On the second floor, a pop-up space featuring a rotating program of Chanel Installations. The first is Effortless Beauty, a concept that is expressed in an energetic world united by pastel colors, and where the essential elements of the brand are introduced.
Actresses like Clémence Poésy, Astrid Bergès-Frisbey and Sarah Jessica Parker, and brand ambassadors like Alice Dellal and Vanessa Paradis, attended the opening of the boutique.