NEW YORK — Chanel will unveil its new shop-in-shop concept —with a twist — Monday at Marshall Field’s State Street store in Chicago.
While Chanel is also currently rolling out the new concept to Hecht’s at the Fair Oaks Mall in Fairfax, Va., and Belk’s in Charlotte, N.C.’s Southpark, the Field’s door marks the first shop-in-shop with a window presence, noted Jean Hoehn Zimmerman, executive vice president of sales and marketing, beauté and fragrance, for Chanel.
"Chanel is going for a global look at select U.S. counters, which emulates what Chanel does in Asia and Europe," Hoehn Zimmerman said. "It involves a balance of black and white with patterns and visuals. Hecht’s, Belk’s and Marshall Field’s are the first stores to introduce this Euro-style mega installation, which will also roll out in 2003 to additional doors."
According to Dave Steiner, divisional merchandise manager for cosmetics and fragrances at Marshall Field’s, the new Chanel shop and its concept "enhance Marshall Field’s commitment to provide an unforgettable beauty-shopping experience for our guests."
The semienclosed space is designed for maximum visual impact, he noted. The space features new French components with bold, contrasting black-and-white fixtures that highlight the entire Chanel line. As well, the shop will have a window presence on the exterior wall of Washington Boulevard, with men’s and women’s fragrance outposts to be included in the space.
The shop-in-shop marks the finishing touch for Field’s newly redesigned beauty concept at State Street. The floor, which opened in late September, features off-the-floor consultation areas, a separate fragrance area and a bright selling space, among other attributes.