Historic Building Now a Permanent Summer Showcase
Starting June 5, 2024, the Chanel boutique in Saint-Tropez will reopen in the historic La Mistralée villa, following extensive renovations led by architect Peter Marino. Previously a seasonal setting for Chanel Fashion collections since 2011, the boutique will now permanently operate every summer, featuring the latest Ready-to-Wear collections, leather goods, accessories, shoes, costume jewellery, watches, and fine jewellery.
The boutique, designed to resemble a holiday home, features green shutters, cream-hued walls, and anthracite-grey railings that blend Chanel’s signature style with Saint-Tropez’s colors. The villa and its conservatory open onto a Mediterranean garden with a pool and pool house, inviting visitors to relax under the Côte d’Azur sun.
Inspired by La Pausa, Gabrielle Chanel’s villa in Roquebrune-Cap-Martin, the boutique’s design includes whitewashed walls, a stone staircase, and a photo carousel projected onto a giant screen. Mirrors reminiscent of the iconic staircase at 31 rue Cambon add to the Chanel ambiance.
The entrance hall showcases leather goods, accessories, scarves, costume jewellery, and eyewear. The ground floor also features an exclusive selection of timepieces, including the J12, Première, and BOY.FRIEND watches, and the COCO CRUSH, Camélia, Comète, and N°5 jewellery collections. The conservatory houses shoes, complemented by a unique chandelier, sunshades, and original furniture with pale fabrics and woven leather.
The Ready-to-Wear floor, accessible via a stone staircase or a glass elevator, presents the Spring-Summer 2024 Ready-to-Wear collection and the 2023/24 Métiers d’art collection. This floor includes two areas with salons and fitting rooms, one of which can be privatized for an exclusive experience. Hand-painted curtains, bespoke rattan furniture, and touches of powder pink and raffia create a warm Provençal atmosphere.
Artworks throughout the boutique highlight Chanel’s connection to the art world. Lion sculptures referencing Gabrielle Chanel’s zodiac sign, a painting by Georges Noël, a coffee table by Agnès Debizet, vases by Johan Creten, and ceramics painted by Pablo Picasso enhance the boutique’s aesthetic.
The townhouse leads to a garden filled with Mediterranean plants and ancient bricks. The pool, tiled with Italian glass mosaics, and the powder-toned pool house displaying the CHANEL COCO BEACH collection reflect the French Riviera’s essence.
The Chanel boutique in Saint-Tropez offers a luxurious experience, blending elegance with the Mediterranean art de vivre.
