Over 80 Chanel Stores has been revamped by Architect Peter Marino so far. This design project is to bring the spirit of the designer into the retail interior. 

The feel and look of Chanel

In his design approach, Peter Marino purposefully put Gabrielle Chanel, a woman and designer, as the main inspiration. Her taste, style, customs and personality still constitute to how Chanel brand feels and looks today.

Los Angeles, Chanel store, Robertson Boulevard This particular boutique is mainly dedicated to the Millennial’s clientele. Marino supported his decision to put the screens at the entrance by listening the focus group who said that entering the Chanel boutique for them was a bit intimidating and the ongoing catwalk transmission at the footsteps of the shop is the distraction that encourage them to enter.

The new interior look is contemporary en globe, but makes references to Coco’s heritage in details – sophisticated materials, admiration to craftsmanship and art.

The art of selling

The focus on the product and its relationship with the customer plays an essential role in this luxury brand retail revamp.

Marino understands the role of the space in the purchase process and how it should connect with the customer and with the product. Coco Chanel genius was to impress its affluent customers and made them feel special. This is the ultimate goal of the luxury brand, to give aspiration and to impress alongside with offering its customers the mirror image of themselves.

Chanel Stores Revamped by Architect Peter Marino

Barcelona, London, Stockholm, Venice, Antwerp, New York – each boutique fits to its cultural background. London New Bond Street – extreme chic and splendid. Soho – modern and more relaxed look. Los Angeles – bold and beautiful. Tokyo Ginza – upfront ultra modern chic.


Tokyo, Japan. Chanel store in Ginza.

Read the second part of the Chanel interior design by Peter Marino showcasing the London flagship store on New Bond Street.