The French fashion house will open an “ephemeral” fine jewelry pop-up boutique on the retailer’s seventh floor Wednesday.
Housed in the space that is typically used for Bergdorf’s holiday ornaments come wintertime, the interactive boutique is meant to make shoppers feel like they are visiting a typical Parisian apartment.
The illuminated space is filled with furniture and objets exemplifying the Chanel aesthetic. A black lacquered table is laden with peonies and perfume vials, holding a jewel box filled with pearls and bangles. The seating area’s ottoman is stacked with books and a display of watches. Shoppers will be encouraged to try on and mix-and-match the different jewelry designs scattered throughout the store — all under the watchful eye of sales associates.
The space is marked by the jewelry collection Coco Crush — new for fall and inspired by the house’s signature quilting motif. A private dinner to celebrate the boutique’s unveiling will be held at Bergdorf’s on Tuesday evening — set to be attended by Coco Crush spokesmodel Keira Knightley as well as Chanel acolytes including Gucci Westman, Hari Nef and Vanessa Traina.
“We wanted to do this ephemeral boutique, a jewel box, and needed space — the seventh floor is kind of a loft area and it gave us the freedom to create something really unique with our own direction, to create a sort of residential vibe than something commercial. It’s something inspired by Coco Chanel’s apartment,” Chanel Inc. president and chief operating officer John Galantic told WWD.
“Jewelry is a deeply personal item and a jewel box is an intimate space. It allows clients to try on pieces and experiment with personal style. We wanted to create an intimate moment that could be in the home,” he added.
The ephemeral boutique — set to run through Sunday — is the latest installment of Chanel Fine Jewelry’s relationship with Bergdorf’s. In April, the house opened a permanent mini shop at the gates of the store’s renovated jewelry salon — rendering it the only multibrand retailer with a permanent Chanel fine jewelry fixture worldwide.
“Bergdorf’s is a very important and pretty unique partner for us. They share our vision of luxury and an appreciation of artistry and creativity, a high level of client experience,” Galantic said of the store, which also retails Chanel ready-to-wear, accessories and cosmetics.
“We have been discussing with John and the team at Chanel for some time about how to bring life to Chanel fine jewelry at Bergdorf Goodman because we have such a dedicated following for other product categories including ready-to-wear and leather goods and shoes, and this was the missing link in the women’s story. When we undertook our renovation, it was a priority for us to find the perfect home for [Chanel fine jewelry],” said Bergdorf Goodman president Joshua Schulman.