PARIS — Chanel adopted a special approach for the shop it opened Tuesday at 21 Rue Faubourg Saint-Honoré, the luxury shopping strip here with such tenants as Gucci, Prada and Hermès.
So, as not to encroach on the business of two shops it already operates nearby — an accessories store on the Rue Royale and its flagship Rue Cambon address — it crossed categories and mixed a selection of accessories, jewelry and ready-to-wear under one roof.
Chanel also operates a store here on the Avenue Montaigne.
Peter Marino designed the 3,000-square-foot, three-level minimalist decor, which includes carbon shelving units and white Greek marble. Built-in TV monitors play videos of Karl Lagerfeld’s autumn runway collection for the house.
Previously Holland & Holland, controlled by France’s Wertheimer family which also owns Chanel, occupied the space. It had been empty for more than a year.
A Chanel spokeswoman explained that the house always recognized the address’ potential, for its steady traffic of tourists and locals alike."We wanted to come up with a fresh idea since we already have shops around the corner," she said.
For example, the store only features a smattering of rtw. It will be rotated every 15 days or so, according to theme.
"One time it will be the sport collection, say, and then the next theme will be eveningwear," she said. "The full collection is at Cambon. In this shop, the idea is to cultivate diversity."
She declined to project first-year volume.
Upon entrance, a wall of sunglasses and eyewear and cases featuring small leather goods and watches greet shoppers. In the back, jewelry is featured in niches. The basement is dedicated to bags and other small accessories. Rtw is on the first floor.
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