Chanel London Flagship store à la Mademoiselle

This interior encapsulates the personality of a designer who was incredibly passionate about superior quality and appreciated the uniqueness of every detail alongside with lavish extravagance. Chanel London flagship store is the essence of the designer.

Chanel London flagship store: revamped by Peter Marino architect.

The London three floor flagship store, an immense space of 12,600 square meters, has been given a cosy and homey look for a budget of approximately  $10 million pounds. This luxurious store is one of many redesigned by Peter Marino. More facts about Marino’s approach to rebranding Chanel’s boutique worldwide you can find in  Chanel Stores Revamped by Peter Marino Architect part 1 article.

Let’s continue to explore Chanel London flagship store.

Chanel London flagship store: Parisian chic and homey feel

By dividing this great space into smaller rooms, Marino wanted to render an aura of Gabrielle Chanel’s Parisian apartment at 31, Rue Cambon.  Various accents like art pieces commissioned for the boutique, and attention to detail are the direct translation of Mademoiselle spirit and taste.

What is really clever in Marino’s interior design, is his customer centred approach. A warm homey feeling, comfy sofas, coffee tables, fireplaces – all of the above resemble the Parisian apartment. Ultimately, these tricks hold the customer longer in the shop, giving them a pleasurable experience and belatedly increase sales.

Customers loose themselves in the elegance and relax in the luxury they find in the store. This is an add-on to customer’s purchase experience and the Chanel brand promotes the stationary retail contact as an opportunity to anchor the brand’s legend and values.

The interior’s colour palette is toned down, warm, splendid and elegant. Gold, beige and bronze tones give the customer comfort and a sense of cosiness.

Chanel London flagship store: the arts and the crafts

The London flagship store recalls the admiration and respect of the founder designer to craftsmanship, high quality and uniqueness. The luxurious store environment – hand embroidered curtains with pearls, bespoke furniture, lighting and wall finishes are one of the kind made uniquely for this venue. This haut-couture approach demonstrates to the clients brand’s philosophy towards their products. What is more, art pieces incorporated in this interior design are connected symbolically and aesthetically with the Chanel brand.

Let’s see some extraordinary work by contemporary artists curated by Peter Marino himself.

Jean Michel Othoman Venetian glass pearl installation

Chanel’s emblematic style element – the pearls – are referenced by an immense art piece created by French artist Jean Michel Othoman

Chanel’s emblematic style element – the pearls – are referenced by an immense art piece created by French artist Jean Michel Othoman, famous for working with hand-blown Venetian glass installations. The grand staircase works with the 3 meter height sculpture to remind the customers of Chanel’s grandiose and the brand’s power to impress.

Liza Lou’s sculpture

The gold wheat is (…) the reference to Gabrielle’s superstition as she kept gold wheats – talismans against bad luck.

Sculpture of single bunch of gold wheat created by Liza Lou, an American artist. The gold wheat is a part of her installation Gather (one million) but here in Chanel context they are the reference to Gabrielle’s superstition as she kept gold wheats – talismans against bad luck.

Marc Swanson’s sculpture

Art in the retail spaces, and in particular in the fashion industry, is used for prestige and originality. For this reason, every art project in the commercial space brings the promise and excitement for something special.  Here are my previous posts about art in the retail space:

Art and Style meaning art and luxury in Brown Thomas

Art and Style meaning art and luxury in Brown Thomas

The Masters Collection at Louis Vuitton

The Masters Collection at Louis Vuitton

Create 2017 at Brown Thomas

Create 2017 at Brown Thomas