The luxury Chanel have re-opened the Watch and boutique and the New York architect Peter Marino is the man behind the new store design. The store suffered an extensive renovation and was expanded from a single one to a three floor luxury emporium.
Some six years in the planning, and overseen down to the placement of the last sheath of wheat by Peter Marino himself, the complete transformation sees the former boutique’s one floor of retail space bolstered to three, and lavished from floor-to-ceiling with a golden gleam. Now occupying 418 square metres of an opulent space on one of the most expensive shopping streets in the world, The Chanel store is currently one of the most expensive stores in the world. Expect rock crystal and bronze staircases, glass lifts, antique mirrors and twinkling chandeliers.
As with all Chanel boutiques the interior design was overseen by New York architect Peter Marino, who drew inspiration from Gabrielle Chanel’s Parisian townhouse on Faubourg Saint-Honoré as well as her apartment at 31, rue Cambon. Every room features work of contemporary art commissioned for Chanel.
Several distinct areas feature interiors inspired by the details of Chanel’s famed apartment that have become part of the brand’s iconography. These include large golden lion heads proudly keeping guard over spectacular displays of pearls and diamonds; gilded wheatsheaf mirrors and sconces; and crystal balls and chandeliers which reflect Gabrielle’s belief in the stone’s healing powers.
More like a sumptuous boutique hotel than retail space, the store is furnished with a mixture of antiques sourced from around the world, specially-commissioned contemporary art and bespoke pieces. On the ground floor, which showcases the latest fine jewellery and watch collections, walls are lined with 12 leaves of a Qing Dynasty coromandel screen – a signature of Chanel’s Parisian abode – while a cosy seating area centres around a red antique marble fireplace. Floors throughout are laid with vintage Oriental rugs or custom-designed carpets designed in keeping with house codes, such as their signature tweed and iconic art deco motifs.
This townhouse’s grand environs – from its rugs to its smooth wallcovering– are so sumptuous that even the megawatt jewellery on show seems perfectly at home dotted between the address’ contemporary artworks, gilt 18th century Venetian mirrors, 19th century Chinese rugs and antique Louis XV chairs.
The boutique’s design centrepiece is Goossens’ rock crystal and bronze staircase. The balustrade, which joins the two main salons, was handmade and encircles the store’s bespoke glass lift.
The first floor has a double ceiling height, creating a spectacular salon dedicated to high jewellery creations. These are displayed next to a selection of Chanel watches and some of the brand’s continual fine jewellery creations. The upper floor it’s exclusively reserved for VIP services and full of squishy sofas, hand-painted coffee tables and lots of sparkle.
The company states: “It offers an elegant combination of intimacy, refinement and audacity. In every room, works of contemporary art commissioned for Chanel as well as interior design works and antiques imbue this new boutique with a unique ambiance.”
Celebrating the re-opening, the boutique will display an exclusive Camélia Solaire diamond and pearl set of high jewellery, especially designed and created by the in-house studio, in addition to a selection of the most creative Chanel high jewellery pieces. Two unique diamond-set versions of the new Chanel BOY.FRIEND watch with specific reference to ‘173 New Bond Street’ will also be available exclusively in the new London boutique.
See more from Peter Marino projects here: