PARIS — Chanel has opened its first permanent beauty boutique in the French capital.
The 800-square-foot location in the Marais district comes a couple of years after the French luxury house debuted a pop-up unit selling fragrance, makeup and skin care on Rue Saint-Honoré, which is to close by year-end.
The shop at 40 Rue des Francs-Bourgeois, in the L’Hôtel Herouet building, has maintained many of its original design elements, such as the terra-cotta floor tiles, stone walls and 16th-century well, located in a corner niche. The space is infused with natural light, from street-side windows and a skylight, and appointed with elements easily identifiable with Chanel.
Chairs have quilted leather, for instance, and there’s an art piece on one wall outlining the famous silhouette of Chanel’s founder as photographed by Man Ray. Otherwise, the store is spangled with various sized round mirrors and has black metal supporting structures — chosen as much for their form as for their function.
The shop seconds as a bookstore, selling tomes related to the house.
Much of the decor — put together by Chanel’s artistic team — will be changed throughout the year, like content is renewed in a publication, according to the house. To wit: Central to the boutique are suspended tables that highlight a designated theme. Most recently, it was the color blue, inspired by the Chanel Blue Rhythm summer makeup collection, and next up is Christmas.
Across from the well, tucked away from the entryway, is an area dedicated to men. Quick makeup and skin-care treatments will also be on offer in the boutique.
The store carries Chanel’s entire beauty collection: fragrances — including Les Exclusifs — makeup, skin care and beauty accessories. Some products will be sold exclusively for one month here before their rollout is expanded.
Company executives would not divulge revenue projections, but industry sources estimate the shop will generate first-year retail sales of 2.5 million euros, or $2.7 million at current exchange.
Chanel has 50 freestanding beauty boutiques worldwide, each with a unique design, including pop-up stores, six of which are in Europe. Last February, it opened one in Las Vegas.