Chanel Ephemeral Boutique in Courchevel

Chanel Returns to Ephemeral Boutique in Courchevel

Looks like Chanel is hitting the slopes once again at the French Alps ski resort of Courchevel.

For the past nine years, Chanel has taken up residence in the Courchevel ski station inviting winter lovers into its ephemeral boutique. With its surface area of over 1700 sqft, spread over two levels, the décor of this space is renewed every year, inspired by the spirit of the collections. 

For this ninth season, the boutique has taken the holiday spirit to heart with  oversized sculpted letters of CHANEL wrapped in wreath-like fern and holiday lights.

Inside, black, white, tweed, quilting and graphic lines all come together to diffuse a condensed version of the Chanel identity. A warm note of bronze-hued red finds its source in the silhouettes from the 2018/19 Cruise collection. It appears on the floor in two nuances over five lines of parquet and carpet laid alternately.

Towards the back of the boutique, a staircase in black lacquered wrought iron draws inspiration from the historical stairs at 31 rue Cambon in Paris. The floor alternates parquet with black carpet. Here and there, slivers of red satin and ottoman stools, striped like a black and white sailor’s top, recall certain silhouettes from the Cruise collection. This graphic daring and attention to detail stand out once again with a flight of two-tone steps on which the shoes are displayed. 

Chanel’s Courchevel boutique will be to the end of April 2019.





Photos | Olivier Saillant
Courtesy of Chanel