Chanel’s Courchevel Ephemeral Boutique 2017/18
As the ski season begins, Chanel returns to its Ephemeral Boutique in Courchevel. For the last eight years, the House has had fun with its metamorphosis, giving it a brand-new décor each time. This year
As the ski season begins, Chanel returns to its Ephemeral Boutique in Courchevel. For the last eight years, the House has had fun with its metamorphosis, giving it a brand-new décor each time. This year the 160m2 space is based on the combination of straight lines and organic curves. An illustration of the strength and the softness found notably in the Fall-Winter 2017/18 Ready-to-Wear and the Cruise 2017/18 collections both honoured here, to be followed in a few weeks’ time by the Spring-Summer 2018 pre-collection.
Strength and softness. This is the contrast that defines the setting of this high-altitude boutique: dark chocolate parquet is accompanied by white walls, punctuated with taut beige suede slats and separated by thin lines of light. In the centre two sinuously curvaceous modules, one presenting the emblematic silhouettes from the Ready-to-Wear and the other their accessories. Two-metres high, sculpted from wood, they are covered with an off-white stucco.
Further on, five blocks in taupe suede are hollowed out and sit beneath glass bells: come up close and discover the most precious bags within them. Finally, two alcoves welcome the last Chanel watches and jewellery creations.
On descending the white lacquered wrought iron staircase, inspired by the historic stairs at 31 rue Cambon in Paris, the boutique takes on the appearance of a modernised museum: sculpted female busts and attired simply with accessories and fine jewellery are positioned like antique nudes in the large unadorned alcoves. A white banquette that runs around the room, and on which are arranged cushions covered with a snowy tweed, is an invitation to sit down and comfortably try on the shoes or to peruse the small leather goods of the season. These are presented on tables laminated in shades of winter whites.
Strength and softness, modernity and timelessness, definitively, the Chanel Ephemeral Boutique in Courchevel was opened in December 2017, and remains open until the end of April 2018.
Tel: (+33) 04 79 09 39 88
Opening hours 11.30am to 1.30pm and 3pm to 8pm