CHANEL’s creativity and savoir-faire unveil the twin boutique: the new unique experience in the heart of Milan to also get to know the Maison’s High Jewelry and Watchmaking.

CHANEL unveils a twin Milanese boutique, the first Italian one dedicated to Fashion, Watchmaking and Jewelry. Complementing the historic location located in Via Sant’Andrea, it will offer guests an immersive experience in the various and multifaceted aspects of the Maison. For this project, Peter Marino, who continues to harmoniously reinterpret the aesthetic codes of the Maison worldwide, has projected CHANEL’s Parisian elegance and timeless modernity into a new environment sublimated by sumptuous custom touches such as upholstery, elegant tweeds in ivory and sand tones, hand-finished finishes and luxurious wool carpeting. The upper floors of the boutique house Creative Director Virginie Viard’s latest Prêt-à-Porter collections, tracing Chanel Maisons’ ties to Hollywood cinema: leg warmers, tweed suits, shades and sequins. A mix of 1920s and 1980s fashion, looks created on the contrasts between pop and the essence of Chanel.

Upon entering this bright and spacious boutique, visitors have an immersive experience in the world of accessories, with a selection of handbags displayed in niches alongside a variety of footwear, jewelry, eyewear, scarves and small leather goods creations.

Designer and antique objects enriched the refined atmosphere: a pair of Zen crystal and ebony table lamps by Goossens, a 1970s coffee table by Etienne Allemeersch with fossil inlay, a pair of Augusto Bozzi chairs, and a custom table made of worked stone. The two elegantly furnished trial lounges and tweed sofas are an invitation to sit in. The boutique opens with the Cruise 2023/24 collection presented for the first time in Los Angeles. The visit continues in three intimate spaces dedicated to Watchmaking and Jewelry that feature the Maison’s most iconic timepieces, including the J12, Première, Boy Friend, and Code Coco collections, as well as the Coco Crush, Camellia, and N°5 Jewelry creations, finely combined with an exclusive selection of Fine Jewelry and Fine Watchmaking creations. Elegant glass consoles, illuminated by rock crystal and gold metal chandeliers by Goossens, give these spaces a refined Art Dèco tone, enhanced by a graphic black and white palette illuminated by touches of gold. For the occasion there will be an exceptional presentation of the spectacular 55.55 necklace from the Haute Joaillerie “N°5” collection – set with a sparkling, custom-cut 55.55-carat diamond – a permanent element of CHANEL’s historic Haute Joaillerie heritage.


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