CHANEL INTRODUCES NEW CONCEPT BOUTIQUE ON ROBERTSON BOULEVARD

CHANEL has announced the opening of a new Boutique at 125 North Robertson Boulevard.

Gabrielle “Coco” Chanel said, “Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” The irreverent, of-the-moment spirit of Robertson Boulevard was influential in the creation of this new design concept. The airy open space of the Boutique resembles a gallery: clean lines in a simple cube which serve as the backdrop for a new vision for a CHANEL Boutique. Whereas the CHANEL West Coast Flagship on Rodeo Drive features a full range of CHANEL RTW, FJ, Shoes and F&B, the Boutique on Robertson reinvents that formula for a different locale. The new Boutique presents a tightly focused and constantly renewed selection of products, hand chosen from the world of CHANEL and shown in a dynamic environment to offer a new point of view. The space is flexible, able to be merchandised in a changeable way and therefore able to present a selection of products shown together to tell a story. The attitude of the neighborhood inspired a Boutique reflective of the moment and location.

The 5,395 square foot Boutique, designed by architect Peter Marino, includes a 1,000 square foot courtyard and 625 square foot terrace.
The facade is seamless white plaster with a retractable 20 ft wide glass door which raises to reveal a dramatically open, doorless framed space with 15 foot ceilings. Upon entering, classic CHANEL black and white materials, fixtures and furniture highlight new product concept stories.

On the main floor, the Boutique flows through three open spaces wrapping around an outside courtyard. CHANEL on Robertson introduces new fixtures, showcases and furniture, all of which are able to be moved and reconfigured to accommodate new inspiration. Theatrical lighting is adjustable to highlight and retreat on different areas and products, reflecting the modernity of a constantly moving brand. The merchandising of product categories is adaptable within the space, inspired by the story of the moment.

Floors throughout the main level are white microcrystal, black granite and polished black concrete. Walls are custom painted white plaster. Ceilings are in white Barrisol. New Thassos marble shelving allows for horizontal merchandising. A floating stone display table is mixed with black and white metal and glass display cubes and black and white leather square ottomans.

All areas of the Boutique have floor to ceiling windows or doors open to the natural light and center courtyard. The center area of the main floor features a hall of five glass doors open to the outside courtyard. Beyond that, a far room introduces a two story feature wall, created out of black metal and white glass, with suspended shelving. Continuing the brand’s longstanding commitment and support of the arts, artist Robert Greene was commissioned to create two site-specific works in oil on vellum collaged on aluminum panel; the first of these pieces is at the base of the stairs to the right of the feature wall. This draws the eye up black polished concrete stairs to an upstairs space, or Ready-to-Wear concept room.

Upstairs, the femininity at the heart of the brand is visible in a soft composition of fabrics and materials in the space. The second piece by Robert Greene can be taken in upon a beige custom tweed long banquette, designed for the store. This banquette rests upon tweed inspired carpets, custom designed for CHANEL on Robertson in a black and white handmade loop. Glass panels interlayed with floating white fabric line each side of the room. Sliding glass doors in the room open to a terrace which overlooks the center courtyard.

As Karl Lagerfeld reinvents CHANEL fashion each season with new silhouettes, colors and materials, CHANEL on Robertson will provoke and surprise by continually communicating a message of what is to come.

“The new concept Boutique on Robertson – with cutting-edge architecture and dynamic merchandising – will be unlike any CHANEL Boutique in the world – says Barbara Cirkva, President of CHANEL Inc. Fashion Division – Robertson Boulevard is such a unique shopping experience that we felt this Boutique should reflect a different point of view than CHANEL on Rodeo Drive. Where the Rodeo Drive Boutique has the full selection of products from the world of CHANEL, Robertson will be more of an ‘Editor’s’ approach to the collection – mixing product categories and constantly changing based on new inspiration. CHANEL is thrilled to be part of such a vibrant neighborhood – we aim to inspire our existing clients and entice some new ones.”