Coco does Disney? Not really, but close. Chanel has revamped its Orlando, Fla., store, replacing the 2,000-square-foot accessories store in The Mall at Millenia with a 5,300-square-foot behemoth designed by Peter Marino. The store, which opens Thursday, will sell all product categories, including ready-to-wear, small leather goods and costume jewelry, and feature a special watch section. “It will really be a complete brand statement,” said Barbara Cirkva, Chanel Inc. division president of fashion.
The original Orlando store opened in 2002, and Cirkva said the local market has spiked in the last five years as an international, tourist-driven destination — Disney World is still the draw — and will hopefully become more driven by local clients. “What’s happened in other cities like Las Vegas over the years — and I’m sure it will happen in Orlando — is since we’re giving the local individual the full offer of Chanel, they don’t have to hop on the plane and fly to Miami or Atlanta or Palm Beach to see everything,” Cirkva said. “As they become more familiar with the full assortment, and opening with the [Métiers d’Art] collections, which are so unique and special, it’s going to up the market to a level of local people who didn’t find the need to shop with us before because they were traveling for it.”
Marino’s design vision for the store adheres to the brand’s retail aesthetic of Coco Chanel’s apartment but reflects Orlando’s resort-area flavor. Alas, there are no Mickey or Minnie Mouse decor references.