Chanel flagship store in Beverly Hills
A boutique that mimics the easy-breezy lifestyle of its neighbourhood clientele. We’re talking Chanel‘s entirely rebuilt expanded flagship store in Beverly Hills.
The official store opening preceded the luxury brand’s star-studded 2023 Cruise Collection show which was held last week at Paramount Studios. Situated along North Rodeo Drive, at a location it has occupied for the past decade, the new building by New York City-based architect. Peter Marino features an abstracted exterior that’s reminiscent of a staggered cube, cleaved by a multi-story glass atrium and clad in white crystallized glass. Measuring over 30,000 sq.ft. (2,787 sqm.) spread across four floors, and needless to say, it’s now not only the largest largest Chanel boutique in all of Los Angeles, but also in the entire United States.
The ground floor is divided into several distinct domains—handbags and accessories are found to the left of the atrium, a dedicated watches & fine jewellery salon sits to the right, and behind the accessories salon, there’s a dedicated fragrance and beauty section.
A staircase, set in the voluminous and light-filled atrium, leads to the first floor where the shoes and read-to-wear collections are presented in plush and homey settings.
The third floor is home to no less than two V.I.P. suites – after all, this is Beverly Hills – and fitting rooms. On the top floor, a rooftop garden and penthouse can be found, and obviously, with sweeping views.
Given the global significance of the location, Chanel and Marino have gone the extra yard with the interior design. Treasures intrinsic to Chanel’s sophisticated codes and sensibility dot the premises.
A black and gold lacquered Japanese Kurodana cabinets from the Edo period sit alongside a contemporary coffee table by French-Swedish designer Ingrid Donat, while a pair of tweed lamps by designers Delos & Ubiedo speak to the house’s taste and the elegant, multi-dimensional decorating style preferred by Coco Chanel.
At the top of the boutique, the rooftop space’s black framed aluminum trellises echo the outlines of the city’s magnificent Case Study Houses, and enthrone an exclusive, private environment, perfect for events and V.I.P. clientele. A number of commissioned artworks, all selected by Marino in collaboration with Chanel, not only signal its close alignment to the arts, but also further elevate the shopping experience.
The central feature of the flagship store is Golden Lasso, a striking sculptural work by French contemporary artist Jean-Michel Othoniel which cascades from the ceiling to the ground floor, and is reminiscent of Coco Chanel’s iconic pearl necklaces.
Also on this floor, is an artwork by Israeli artist Michal Rovner who took inspiration from nature and turned her lens on the poppy flower, creating something altogether new, alluringly ambiguous, and abstract from its blooms and stalks.
The new Chanel boutique carries the full range of women’s ready-to-wear, accessories, bags, shoes, eyewear, jewellery pieces and watches, including a large assortment of haute joaillerie and haute horlogerie pieces. Additionally, the Monsieur Beverly Hills Edition watch will be presented. And that’s still not all, a specially designed pair of butterfly-shaped black acetate sunglasses bearing the name Chanel rendered in rubber with each letter a different, vibrant shade is also presented, and two lipstick shades with matching matching nail files and an exclusive collector’s keepsake box.