Directory

Retail Directory 2009 

Chanel

Los Angeles

Chanel is calling its new outlet on LA’s Robertson Boulevard, a strip of independent boutiques and a favoured papp stalking ground, a ‘concept boutique’. It’s an effort to bring some of the successful strategies of the concept store – the tighter product edit, gallery feel and inventive and constantly changing displays – to the single brand outlet. And a lovely job it does of it. Another Peter Marino design, the store is a 5,400 sq ft pristine white plaster cut-up cube and with a 1,000 sq ft internal courtyard and outside terrace. The interior is an all black and white open space with 15ft ceilings and floor-to-ceiling windows or doors. Floors are black white microcrystal, black granite or black polished concrete and new fixtures; stark display cabinets, marble shelving and stone display tables. The store is designed for maximum flexibility so the product mix and displays can be in almost constant flux. Smaller than usual Chanel outlet, the store is designed as a more targeted response to the local environment and shopper. Similar ‘concept boutiques’ may follow in London, Paris and Tokyo.

125 North Robertson Boulevard
Los Angeles 90048, CA 90048
310.278.5505

www.chanel.com