For nine years, CHANEL has taken up residence in the Courchevel ski station inviting winter lovers into its ephemeral boutique. With its surface area of 160m2, spread over two levels, the décor of this space is renewed every year, inspired by the spirit of the collections it presents. The Fall-Winter 2018/19 Ready-to-Wear and the 2018/19 Cruise collections will open the season, awaiting the arrival, a few weeks later, of the Spring-Summer 2019 Ready-to-Wear pre-collection.
For this ninth season, the boutique has given itself a majestic entrance: the letters of CHANEL are positioned outside like large scale sculptures. Each one, made from perforated lacquered black metal is 1.2 meters-high and lights up with LEDs when night falls.
Inside, black, white, tweed, quilting and graphic lines all come together to diffuse a condensed version of the CHANEL identity. A warm note of bronze-hued red finds its source in the silhouettes from the 2018/19 Cruise collection. It appears on the floor in two nuances over five lines of parquet and carpet laid alternately.
In the purest of white, the walls are covered with a wide black line with a textured effect, drawn at eye level. A veritable common thread featured throughout the décor, and visible from the exterior, it plays with the shadows and the light, amplifying the two-tone perspective and the depth of the space. Eight big alcoves, with a double square and round geometry seem to spring forth from this graphic ensemble. It is here that we find the season’s accessories. Lined up around them are the Ready-to-Wear clothes rails.
The centre of the boutique welcomes a white monolith painted with this same black line: here we find the watches, the jewellery and a wall of sunglasses. A dissimulated counter is there for comfortably trying on, providing an enjoyably privileged moment.
Towards the back of the boutique, a staircase in black lacquered wrought iron draws inspiration from the historical stairs at 31 rue Cambon in Paris. It leads down to another level that’s home to the shoes. The floor alternates parquet with black carpet. Here and there, slivers of red satin and ottoman stools, striped like a black and white sailor’s top, recall certain silhouettes from the Cruise collection. This graphic daring and attention to detail stand out once again with a flight of two-tone steps on which the shoes are displayed.
CHANEL’s Courchevel boutique will be open from December 12th 2018 to the end of April 2019.