TWICE AS NICE: Chanel is back on Avenue Montaigne with a new retail concept dedicated exclusively to its range of accessories, comprising bags, shoes and costume jewelry.
The brand celebrated the reopening of its number 42 location on the ritzy avenue with a cocktail on Tuesday, across the street from which, at number 51, Chanel has had a shop focused on ready to wear since 2012. (Before, number 42 carried the brand’s entire offer.)
“What people don’t realize is it’s two locations, but one boutique with one team,” said Bruno Pavlovsky, president of Chanel fashion, adding that the house’s new accessories boutique is expected to generate 60 percent to 70 percent of the two stores’ traffic.
Designed by architect Peter Marino, the new 4,220-square-foot venue displays costume jewelry on tweed busts and has leathergoods magnetically attached to its walls. There is artwork by Paola Pivi and Peter Dayton, among others, while the shop’s interior, in a sleek palette of beige, white and gold, boasts tweed sofas and a bronze rock-crystal chandelier by Robert Goossens.
Yet Chanel is far from done. “We are opening eight new boutiques in 2014, including Bangkok, St. Petersburg and Chengdu, and renovating 15 more around the world, most notably in Germany,” said Pavlovsky, adding: “It’s business as usual.”