Chanel is the epitome of French ‘Je ne sais quoi’, and its largest store in the world lives on New Bond Street in London’s West End.
The fashion behemoth’s ready-to-wear, jewellery, beauty, leather goods, watch, shoe and accessories collections are immaculately sprawled across the 12,600 square-feet, three-floor boutique which was opened in 2013.
Just as exquisite as the products within it, the showpiece is Jean-Michel Othoniel’s sculpture at the centre of the store. Inspired by the iconic Chanel pearls, a strand drapes and twists from the top to the bottom of the store, enveloped by the floating marble staircase.
Pearls also make an appearance on the curtains of the spacious changing room, hand-stitched, of course, while crystals drip from the chandeliers adding a touch of sparkle.
Makeovers and tutorials are available at the beauty counter, while accessory hoarders won’t be let down by the sunglasses and scarf wall – the only one of its kind in a Chanel store. The couture area on the second floor can be closed off for a more private experience for VIP shoppers but it’s the handbag bar which greets you on the ground floor which makes an unforgettable first impression.
American architect Peter Marino has taken the concept of ‘maison’ to a new level, creating a homely atmosphere throughout the complex of rooms punctuated with coffee tables, tweed chairs, fireplaces and original artwork. Designed as a space to enjoy in its own right, as well as shop the beautiful wares made by the ‘petit-mains’, it is an open invitation to experience everything Chanel stands for.