In time for holiday shopping, Chanel has revamped three of its U.S. stores and introduced a new shoe concept this month.
On Nov. 2, two boutiques opened in Honolulu at the Ala Moana Center. The primary store, a 6,400-square-foot space, was updated with new iterations of Peter Marino’s retail design vision for Chanel, and will house ready-to-wear, handbags, costume jewelry, accessories, watches and fine jewelry, and fragrance and beauty.
Marino, who designs all Chanel stores, also revamped the second store, located on the same level as the first. It’s a 1,100-square-foot space dedicated entirely to shoes, a new concept for the brand and a testament to the importance of the category. Previously, the store housed the watch and fine jewelry collections.
“This is our first stand-alone shoe boutique so we’re seeing how this will work for us,” said Joyce Green, Chanel’s executive vice president of fashion. “Shoes are a very important piece of our fashion business so it’s a great link to ready to wear and to recruiting a new client.”
If Hawaii seems like a random place to test a new concept, Greene said otherwise. The store draws major tourist traffic, with a high percentage coming from Japan. And Chanel has a history of firsts in Hawaii — the first Chanel boutique in the U.S. opened in Waikiki in 1983.
The stores opened with the 2017 Cuba-inspired cruise collection, which vibes well with the tropical local culture and unique design elements Marino installed. A sunset palette of pink, purple and green contrasts with Chanel’s traditional black-and-white decor. Venetian plasters were hand-applied by local artisans, and artwork includes black-and-white prints from Shelter Serra and Peter Dayton, and a sculptural raindrop mirror by Curtis Jeré. In the shoe store, which features the complete shoe collection, there is a custom 24-karat gold leaf display wall, white fuzzy club chairs, a citron silk sofa and blue ottomans.
The third store is at the Mall at Short Hills, N.J., where Chanel moved to a new space within the complex and doubled the size of its previous store, which opened in 2001. Opening Thursday, the store features Marino’s most recent concepts and will include ready-to-wear for the first time. “Ready-to-wear is something that our local clients in the Short Hills area have been requesting,” said Green. “We’re happy to show the complete house of Chanel with all of our product categories in this boutique.
Just beyond the entrance of the store, the space is divided into two accessories salons, one for handbags, one for watches and fine jewelry, including the limited-edition Boyfriend Arty Diamonds watch, and the recently launched fine-jewelry collection Coco Crush. The latter two collections are also available at Ala Moana. Short Hills also launches with the cruise collection.
The rtw salon is meant to have a residential feel with textured ivory plaster walls and two silk periwinkle blue sofas. There are two decorative screens by artist Nancy Lorenz, inspired by the Coromandel screens from Gabrielle Chanel’s historic apartment, as well an antique Louis XV French limestone fireplace. In the shoe salon, there’s a Maison d’art Goossens chandelier, and the three dressing rooms feature prints from Shelter Serra and Peter Dayton, and a Robert Greene painting.
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