“May my legend prosper.” It a happy and long life !”, said Gabrielle Chanel. This is what Paul Morand wrote in 1996 in “The Allure of Chanel”. Gabrielle Chanel will always be remembered as a legend.
Wednesday, May 18, 2022, was a significant day for CHANEL. After a year of renovations, CHANEL officially opened its iconic address 18 place Vendome. This was exactly 90 years since the creation of “Bijoux de Diamants”, Gabrielle Chanel’s only High Jewelry Creation Collection.
Peter Marino has reimagined the three-story building. It is a truly unique boutique. Frederic Grangie (President of Chanel Watches and Jewelry), said that there is no other boutique like it in the world. “It’s like a Venitian palace. It is simply sublime. There is no equivalent anywhere in the world.”
The heart of Chanel Watches is at 18 Place Vendome. The house’s fine jewelry and watchmaking creative studios, led by Arnaud Chastaingt and Patrice Leguereau, are all under the same roof. Also, the Chanel Patrimoine line is now available. Frederic Grangie said, “We wanted to showcase where we are today in Watches and Jewelry and of course all our creations.”
Peter Marino, the star architect, doubled the boutique’s size and created an incredible atmosphere on the three floors. Marino is a great ambassador for Chanel and has a wonderful understanding of the house. He embodies Chanel’s evolution over the years with elegance. It is a remarkable concentration of arts and metiers-d’art, with an exceptional savoir faire and craftmanship that celebrates the private world Gabrielle Chanel.
Place Vendome, the epitome Parisian elegance is Gabrielle Chanel’s most beloved landscape. She was inspired by the views of the square shaped in an octagonal during her long life at the Ritz and many of her creations, such as the watch faces.
You will feel like Mademoiselle Chanel when you enter 18 Place Vendome through the giant blue door. The interior is a magical mix of space, transparency and elegance. There are many perspectives that open onto different levels and salons of the boutique. The boutique offers a variety of colors, including gold, brown, and beige shades of lacquered panels and tweed pattern carpets. Beautiful mirrors and natural sunlight enhance the intimate and warm atmosphere.
Contemporary decor by Peter Marino. He has mixed styles and periods: gilded Bronze accents on the table, window frames and ornaments of Louis XIV offices, and the stunning Chanel chandeliers made by Goossens metiers d’arts silversmith Goossens.
The ground floor houses a tribute to Place Vendome (the symbol of the jewelry industry), a nearly three-meter tall art piece by Belgian Johan Créten called La Borne. “We dreamt about including La Borne into our new store and made it happen with Peter,” stated the President of Chanel Watches and Jewelry. The store’s design and architecture incorporates thirteen pieces of art. A sleek staircase leads to the upper floors. It has gilded bronze, crystal panels and a Goossens staircase. At its base is a Joel Morrison stainless steel sculpture called “Coco Chandelier”, with a double C as a nosering.
“We wanted to provide new experiences for our clients. We are able to communicate with our top clients around the globe using ultra-modern technology. “We are proud that we do not offer ecommerce. It is important to us because it preserves the human experience. Frederic Grangie said that the digital experiences they are creating must be extraordinary.
The “etage noble”, or first floor, offers new spaces. One of these floors is special because it houses the Chanel Patrimoine 55.55 diamond necklace, which is not for sale. This design was created to commemorate the 100th anniversary last year of Chanel Ndeg5 perfume. Le Grand Salon is then hidden behind a door. This room, which has full-length windows and painted beige silk drapes, is for private appointments. The Grand Salon is a simple space that features a stunning Nicolas de Stael oil painting, “Composition”, from 1950. A Voukenas Petriides golden shine sculptural bronze armchair and a Reda Amalou coffee table complete the Grand Salon.
18 Place Vendome takes you on a journey through Chanel’s creations. In the ultimate luxury, you will find the codes, colors, textures and nuances of the French house in the code, as well as the materials, textures, and nuances. In the lines, spaces and materials, beige, white, black, and gold all blend in harmony. The house of Chanel is elegant, discreet, and never overtly ostentatious. It offers a true temple of craftsmanship, hard work, and unique pieces of art as well as exceptional watches and jewelry collections. It is clear that 18 place Vendome has become an icon in the worlds of Watches and Jewelry.
There are 55 Chanel Watches & Jewelry shops around the globe, including four located in Beverly Hills and South Coast Plaza. Madison Avenue is also inside the Wynn Las Vegas. Frederic Grangie said that the US market is an important market for Chanel. 2023 will be another great year. “We are opening the most amazing Chanel boutique on Rodeo Drive, and a New York flagship on 5th Avenue.” We are excited to see what Chanel and Peter Marino have in store.