Design: Peter Marino
Opening date: October 2018
Store size: 750 sq m
French luxury fashion house Chanel has opened a new three-storey boutique on the corner of Draycott Avenue and Walton Street in London's trendy Brompton Cross. Designed by the brand's architect of choice, Peter Marino, the 750 sq m light-flooded space showcases Karl Lagerfeld's creations, including ready-to-wear, handbags, shoes, costume jewellery, eyewear and a selection of watches and fine jewellery.
Once again, Marino has revised the house's aesthetic codes, transforming the building to perfectly embody the Parisian elegance and the values of Chanel. Creativity, craftsmanship, furniture and artworks blend harmoniously over the three floors to create a residential atmosphere.
On the ground floor, clients are welcomed into the boutique via entrances on Draycott Avenue and Walton Street. From the Draycott Avenue entrance, visitors are greeted with a display of mannequins on elevated metallic frames that present the latest ready-to-wear collection. Meanwhile, the Walton Street entrance leads customers directly into the shoe salon, which features an abstract and textured Coromandel lacquer wall commissioned from the artist Nancy Lorenz.
A metal and glass staircase leads customers to the first floor, where the design plays on textures and richness of colours as a reference to the subtleties of the Chanel tweed. Here, a pair of Saporiti chairs and a lacquer coffee table with a textured top designed by Marino sit among two salons, housing a wide selection of accessories delicately displayed on striking, graphic dark metal consoles and black metallic handbag bars.
The second floor is dedicated to ready-to-wear and boasts three salons designed as an open wardrobe. Exceptional pieces of furniture and artworks fill the space, such as a Murano glass ceiling sculpture by Jean-Michel Othoniel and a pair of Louis XV antique armchairs upholstered in beige suede that reference Mademoiselle Chanel's apartment in Paris.
Echoing the iconography of Chanel, further artworks reference the house's black and white colour codes, as seen in Erik Lindman's monochromatic black artwork 'Untitled', and the geometric and linear formations that resemble the iconic tweed in Agnes Martin's meditative grid artwork, which are displayed in the elegant changing rooms.
Throughout the boutique, hand applied wall finishes, silk and wool carpeting, especially designed by Marino form a perfect backdrop for the collections. Custom woven window panels by Lesage also add a refined tough to the interior.
As a new interpretation of Chanel's codes, the brand's signature colours black and white are highlighted with accents of pink and blue to create original contrasts, offering a sophisticated and intimate atmosphere.
Chanel reentered Interbrand's Best Global Brands report for 2018, ranking number 23 between Louis Vuitton and Gucci.
Photography: Andrew Meredith