CHANEL OPENS FIRST COMBINED FASHION AND FRAGRANCE BOUTIQUE IN PERTH RAINE SQUARE

Design / Life

CHANEL is pleased to announce the opening of its first ever combined Fashion and Fragrance & Beauty boutique in Raine Square, the heart of the Perth CBD, on June 10th , 2022.

This 700m2 boutique designed by Peter Marino has two entrances leading to the ground floor where clients can discover the shoes, bags, small leather goods, a selection of Watches & Fine Jewellery creations as well as a dedicated space for Fragrance and Beauty, whilst the first floor is entirely dedicated to Ready-to-Wear. On both sides of the boutique the façade is composed of black and white lacquered panels, with large bay windows featuring fresh and modern silhouettes from the Spring Summer 2022 Ready-to-Wear collection by Virginie Viard.

The inspiration

With its intimate and elegant atmosphere, the boutique is a veritable immersion into the CHANEL universe. Drawing on timeless codes of the House, the décor echoes the legendary apartment of Gabrielle Chanel, located on the second floor at 31 rue Cambon in Paris. It brings together symbols dear to the couturière including the emblematic black, white and beige colour palette, and the graphic language synonymous with her eternally modern allure. Unique creationsfrom internationally renowned artists such as Fernando Daza, Andisheh Avini, Andreï Molodkin, Arman and Ado Chale are featured thought the different spaces of the boutique.

The bags, shoes, and accessories

The ground floor of the boutique is dedicated to the bags, shoes, small leather goods and costume jewellery. A selection of iconic bags such as the 11.12 and 2.55 is presented alongside the House’s latest creations, including the new CHANEL 22 bag, first seen at the Spring-Summer 2022 Ready-to-Wear show. Functional and light, made of an extremely supple yet resistant quilted leather, it comes in three sizes and as a backpack version. For summer, it is available in navy blue, purple, two shades of pink, white and black. Other seasonal bags include the heart-shaped bag in pop colours.

In the centre of this space, clients are invited to try on the House’s emblematic shoes, such as ballerinas, espadrilles, sneakers and the two-tone shoes presented alongside designs from the Spring-Summer 2022 Ready-to-Wear collection.

Among them, the show’s heeled sandals in black, white or pink leather printed with double Cs, pointed pumps and ballerinas embellished with an ankle bracelet. Guests will also be able to discover a selection of the latest Watches & Fine Jewelry creations, including the iconic and timeless J12, Boy·Friend and Monsieur watches, as well as the emblematic Comète and Extrait de Camélia Fine Jewelry collections.

The Fragrance and Beauty boutique

The Raine Square boutique has been designed with a dedicated space featuring CHANEL’s fragrance universe along with the newest makeup creations to timeless iconic items and the latest skincare innovations.

This space is integrating digital and physical, enabling an immersive brand experience. It will offer CHANEL TRY ON, the virtual makeover to help customise your look. Clients are also able to book 15–60-minute consultations with CHANEL beauty experts. On-site fragrance experts will offer clients an interactive olfactory journey through the House’s extensive fragrance offering. In addition, they will be able to discover the full collection of Les Exclusifs de CHANEL.

The skincare space presents an assortment of products tailored to specific skincare needs – including Hydra Beauty, No.1 de CHANEL, Le Lift and Sublimage. CHANEL skincare experts can guide customers through personalised routines, offer advice and share CHANEL massage gestures for each skincare collection application.

The intimate and relaxed environment provides the perfect setting for clients to explore true personal expression.

The Ready-to-Wear

The first floor of the boutique is dedicated to a spacious and intimate Ready-to-Wear salon where clients can discover the silhouettes from the Spring-Summer 2022 collection.

Presented last October, in Paris, the show revisited the energy and enthusiasm of the 1980s and 1990s with a fresh and versatile allure, enlivened further by prints and a joyful colour palette. Two fitting rooms are at disposal of the clients to fully experience the collection. This new boutique is an invitation to experience the creativity and timeless modernity of the House, a luxury prelude and a beautiful escapade into the world of CHANEL.

Perth Raine Square CHANEL Boutique Raine Square – 300 Murray Street, Perth WA 6000

Fabric Quarterly was delighted to receive a personal invitation of a conducted tour of the new store.