The wait was long, but it was well worth it. Chanel’s beautiful new Beverly Hills flagship store has opened after at least ten years in the making and three years of construction. It’s now the largest Chanel store in the United States, measuring 30,000 square feet and more than doubling the size of its old Rodeo Drive location.
Chanel’s gleaming new white, futuristic flagship at 400 N. Rodeo Drive reflects the minimalist sensibilities of its creator, known as “Elegance is refusal,” one of CC’s mission-defining aphorisms. The original BH store and the nearby empty Lladró store were demolished three (pandemic) years ago and remodeled by Chanel’s longstanding architect Peter Marino into a double-wide megastore with four extra levels and museum-style rooms on each. The shining white cube with an outstanding rooftop deck includes multistory windows and a courtyard with a Brisbane Box tree and lily flowers that let the SoCal sunbeam in.
C-H-A-N-E-L is spelled out in white uppercase letters in six windows facing the iconic retail strip as a tribute to the Hollywood sign and the community who have done much to enhance the French company’s reputation.
As ardent supporters of the arts, the centerpiece called “Golden Lasso” was chosen as the shop’s masterpiece. The spiral artwork that runs from ceiling to floor by Jean-Michel Othoniel, a French artist, is inspired by Mademoiselle Chanel’s well-known adoration of pearl necklaces. Additionally, Chanel commissioned Israeli artist Michal Rovner to create hazy and poetic artwork of the poppy flower for the first-floor lift lobby.
The huge Beverly Hills facility features clothes, accessories, watches, fine jewelry, perfumes, and cosmetics, allowing the brand to be fully expressed. Visitors can find Chanel artifacts and a bevy of design treasures throughout the shop that speaks to Chanel’s codes upon entering the minimalistic environment. Some of these antiquities include Japanese Kurodana cabinetry from the Edo Period that is shown next to two tweed lamps by Delos & Ubiedo, a reference to the material that has come to be associated with the French clothing company that has become synonymous with the brand.
The first floor of the building is dedicated to Chanel’s high-end jewelry and watches, including items from its 90th anniversary 1932 collection, as well as handbags, colognes, and cosmetics, and other accessories.
Shoes and ready-to-wear items from Viard’s spring/summer 2023 collection are available on the second floor. Pastel-colored tweedy looks, light suiting options, cardigan jackets, short coat dresses, and evening dresses in materials like gold velvet panne, white lace, and light black chiffon are among the items featured.
Two VIP suites and dressing rooms are on level three, while a 2,690-square-foot patio and a private penthouse apartment are on the top floor. The rooftop’s black-framed aluminum enthrones an exclusive private area for events and VIP guests. This space effortlessly links to the penthouse and gives stunning views of the garden courtyard, Rodeo Drive, Brighton Way, and Hollywood Hills.
The first collection on sale in the store is Virginie Viard’s ready-to-wear spring/summer 2023 line, which debuted on the Paris runway in October. Its beautiful chiffon dresses and a rainbow of pastel tweed ensembles are perfect for lazing in the California heat.