By  on November 29, 2017

Pop-up stores are turning into a mini trend among the biggest luxury houses for the resort 2018 selling season. Valentino and Dior announced plans to open multiple thematic temporary stores outside of their own retail networks tied to their respective sport and tarot-inspired collections, and Chanel is staging its second U.S. pop-up store for its Grecian-influenced cruise lineup, choosing Nordstrom’s downtown Seattle flagship as the location. Just don’t call it a pop-up — in the vernacular of Chanel, it’s known as an “ephemeral boutique.”

Chanel x Nordstrom, as the ephemeral shop is called, runs Nov. 29 through Dec. 10, and is the second time the house has staged a U.S. temporary boutique, the first being in Aspen in 2014 for the Métiers d’Arts Paris-Dallas collection. Asked why the brand chose to partner with Nordstrom and specifically in Seattle, Joyce Green, Chanel’s executive vice president of fashion, said, “The cruise 2017-18 collection embodies a youthful, carefree and modern spirit, which we felt was perfectly suited to the Nordstrom Downtown Seattle client. Seattle, a lively and dynamic city, also inspired us for this project, driving us to develop an ephemeral boutique that would inspire and resonate with local clients, as well as visitors of this unique market. Additionally, Nordstrom has built a strong reputation for showcasing the creativity of designers in innovative ways, so opening an ephemeral boutique at this location felt like a perfect opportunity.”

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