What’s better than skiing in the French Alps? Shopping at the Chanel Ephemeral Boutique après-ski in the heart of the Courchevel resort. The fashion house has selected a stripped-down, neutral space as its winter home, a blank canvas on which to project a new story of luxury: contemporary, authentic and elegant.
The entrance is dominated by four striking profiles of Mademoiselle Chanel in white ceramic, each towering over two metres high (which look similar to the ones at the Boon Ephemeral boutique). Inside, the proportions of the 180m² space are equally as arresting. Spanning 17 metres from the threshold to the far wall, the boutique extends along a narrow lengthwise perspective, accentuated by almost minimalist décor that nonetheless manages to steer clear of cold. The ambiance is warmed by the honeyed tones of sycamore flooring: a nod to the “Exclusifs de CHANEL” fragrance line.
The boutique basks in the contrasts of concrete, light boxes, black varnish, neutral hues and flashes of colour. The sheen of navy-blue panels on the walls calls to mind the aesthetic of Karl Lagerfeld’s 2011/12 Cruise collection, showcased here alongside the 2012 Spring- Summer collection. The volumes and depth of the space are enhanced by metal plating that wraps around the displays and traces a stark line along the entire length of the ceiling. A huge surprise is in store at the far end of the boutique: nestled at the adrenalin-fuelled base of the slopes, the premises afford majestic views over the entire Courchevel valley, flooded with the soft, warm glow of natural light.
Stepping over the threshold of the boutique, the visitor is effortlessly drawn into a space of unexpected levels displaying accessories from the collections along with an exceptional array of Fine Jewellery and Watchmaking pieces. Meanwhile, the Ready-to-Wear collection beckons from an island of matte-black corrugated metal. The nearby fitting rooms – hung with yellow to recall the palette of the 2011/12 Cruise collection, and iconic CHANEL burgundy – intrude in a cozy lounge installed with iPad® inviting the visitor to delve deeper into the world of CHANEL, explore the collections, watch fashion shows and read up on the latest Chanel News. Not much of a surprise there since we know Karl loves the iPad!