Chanel opens a second boutique in Milan dedicated to Fashion, Watchmaking and Jewellery
On 25 November 2023, Chanel unveils a second Milanese boutique, the first Italian boutique dedicated to Fashion, Watchmaking and Jewellery, located on the corner of Milan’s exclusive Via Montenapoleone and Via Verri, in the heart of the city’s Quadrilatero d’Oro.
The new boutique, complementing the historic location on Via Sant’Andrea, will offer guests an immersive experience in the creative universes of Chanel Fashion, Watchmaking and Jewellery.
Upon entering this spacious and light-filled 520-square-metre boutique, visitors enjoy an immersive experience in the world of Chanel accessories, with a selection of handbags displayed in niches alongside a variety of shoes, bijoux, eyewear, scarves and small leather goods.
The visit continues in three intimate spaces dedicated to Watchmaking and Jewellery, which showcase the House’s most iconic timepieces, including the J12, Première, Boy-Friend and Code Coco collections, as well as the Coco Crush, Camellia and N°5 jewellery creations, along with an exclusive selection of Fine Jewellery and Haute Horlogerie creations.
Elegant glass and metal consoles, illuminated by rock crystal and gilded metal chandeliers by Goossens, give these spaces a refined Art Deco tone, enhanced by a graphic black and white palette illuminated by touches of antique gold. For the occasion, the spectacular 55.55 necklace from the Haute Joaillerie ‘N°5’ collection – set with a sparkling, custom-cut 55.55-carat diamond – will be exceptionally presented as a permanent part of the Maison’s Haute Joaillerie heritage.
The two upper floors, dedicated to accessories and the latest Chanel Ready-to-Wear collections, reveal the same refined esprit. The first floor presents a complete range of accessories in a luminous, high-ceilinged setting punctuated by sumptuous lounges, while the second floor is a salon dedicated to Prêt-à-Porter that allows guests to discover Creative Director Virginie Viard’s latest fashion collections in a welcoming and convivial lounge environment.
Designer and antique objects enrich the refined atmosphere: a pair of Zen table lamps in crystal and ebony by Goossens, a 1970s coffee table by Etienne Allemeersch with fossil inlay, a pair of Augusto Bozzi chairs and a customised table in carved stone. Two elegantly furnished trial lounges and tweed sofas are an invitation to sit down. The boutique is inaugurated with the Cruise 2023/24 collection, first presented in Los Angeles, California, in May 2023.
An adjoining private salon with a fitting room, accessible via a separate entrance on Via Verri, offers customers privacy and personalised service in a refined and cosy ambience.
The wall of the spacious VIP dressing room is adorned with an abstract artwork by George Noël, entitled ‘Palimpseste’ (1985), while design objects include a custom-made burnished bronze lamp, a bronze ‘Leather Barricade’ box, and two small Venini Totem blown-glass sculptures, all designed by New York architect Peter Marino, as well as a lacquered Japanese 19th-century dress tray.
This new boutique, in addition to the boutique in Via Sant’Andrea, enriches and distinguishes the Milanese shopping experience.
For this project, Peter Marino, who continues to harmoniously reinterpret the aesthetic codes of the Maison worldwide, has projected the Parisian elegance and timeless modernity of Chanel into a new environment sublimated by sumptuous customised touches such as upholstery, elegant tweeds in shades of ivory and sand, hand-finished finishes and luxurious wool carpets.
An extraordinary showcase of Chanel’s creativity and savoir-faire, this second boutique offers a unique experience in the heart of Milan’s luxury shopping district.