On November 25, 2023, CHANEL unveils a second Milanese boutique, the first Italian boutique dedicated to Fashion, Watches and Jewellery, located on the corner of the exclusive Milanese streets Montenapoleone and Verri, in the heart of the city’s Golden Quadrangle. The new boutique, completing the historic headquarters located in via Sant’Andrea, will offer guests an engaging experience in the creative universes of CHANEL Fashion, Watchmaking and Jewellery.
Once inside this spacious and bright 520m2 boutique, visitors enjoy an immersive experience in the world of CHANEL accessories, with a selection of bags displayed in niches alongside a variety of footwear, jewellery, glasses, scarves and small creations leather goods.
The visit continues in three intimate spaces dedicated to Watchmaking and Jewelery that present the Maison’s most iconic watches, including the J12, Première, Boy·Friend and Code Coco collections, as well as Gioielleria creations Coco Crush, Camelia and N °5, together with an exclusive selection of High Jewelery and High Watchmaking creations. Elegant glass and metal consoles, illuminated by rock crystal and golden metal chandeliers by Goossens, give these spaces a refined Art Deco tone, embellished with a graphic black and white palette illuminated by touches of antique gold. For the occasion, the spectacular 55.55 necklace from the “N°5” High Jewelery collection will be exceptionally presented – with a sparkling 55.55-carat diamond set and cut to size – a permanent element of the Maison’s historical High Jewelery heritage.
The two upper floors, dedicated to accessories and the latest CHANEL Prêt-à-Porter collections, reveal the same refined esprit. The first floor features a full range of accessories in a bright, high-ceilinged environment punctuated by sumptuous seating areas, while the second floor is a ready-to-wear lounge that allows guests to discover Creative Director Virginie’s latest fashion collections Viard, in a welcoming and convivial lounge environment. Design and antique objects enrich the refined atmosphere: a pair of Zen table lamps in crystal and ebony by Goossens, a 1970s coffee table by Etienne Allemeersch with fossil inlay, a pair of Augusto Bozzi chairs and a table personalized in worked stone. Two elegantly furnished test lounges and tweed sofas are an invitation to sit down. The boutique is inaugurated with the Cruise 2023/24 collection, presented for the first time in Los Angeles, California, in May 2023.
An adjacent private lounge with a rehearsal room, accessible via a separate entrance on Via Verri, offers customers privacy and personalized service in a refined and welcoming environment.
The wall of the large VIP dressing room is embellished with an abstract artwork by George Noël, entitled « Palimpseste » (1985), while design objects include a personalized burnished bronze lamp, a « Leather Barricade » bronze box and two small blown glass Venini Totem sculptures, all designed by New York architect Peter Marino, as well as a Japanese lacquered 19th-century clothing tray.
This new boutique, in addition to the boutique on via Sant’Andrea, enriches and distinguishes the Milanese shopping experience.
For this project, Peter Marino who continues to harmoniously reinterpret the aesthetic codes of the Maison throughout the world, projected the Parisian elegance and timeless modernity of CHANEL into a new environment sublimated by sumptuous personalized touches such as upholstery, elegant tweeds in shades ivory and sand, hand finishes and luxurious wool carpets.
An extraordinary showcase of CHANEL creativity and savoir-faire, this second boutique offers a unique experience in the heart of Milan’s luxury shopping district.
Via Montenapoleone, 7
20121 Milan – Italy