Alpine Aesthetic: Chanel returns to Aspen with a seasonal pop-up store
Further cementing Aspen’s reputation as one of the most forward-thinking ski resorts in the world, Chanel has officially arrived…again.
For longtime locals known to complain about the luxury scene and/or the pop-up boutique trend, Chanel’s roots might even go back further than yours. The French fashion house had a permanent storefront across from Gondola Plaza from 1994 to 2003, returned in 2014 for a special presentation at Casa Tua and in 2019 presented the first iteration of its seasonal pop-up store. Last year, Chanel had similar concepts in Capri, Marbeila, Bodrum and Saint Tropez.
“Aspen is a second home and vacation destination for many of our customers who primarily reside in California, Texas and Washington, and by opening the pop-up store (here), we are nurturing (those) valuable (relationships) as well as new clienteles and offering them an exciting and unexpected environment to experience the collections,” Joyce Green, Managing Director of Fashion at Chanel, shared exclusively with The Aspen Times.
Over the weekend, I was graciously granted a first peek inside, during which no less than 10 passers-by tried to enter the store, signaling the buzz surrounding the label’s residence. in Aspen.
Now open (from February 7) until April, Chanel has taken over the historic Benton Building – a 3,353 square foot space transformed to showcase its latest ready-to-wear, shoes and handbags, as well as watches, fine jewelry and a selection of perfume and beauty. Nodding to runway-launched style, the interior celebrates Chanel’s heritage and timeless allure — stark white walls, black display details, hand-woven neutral rugs, and creamy wool sofas topped with cotton pillows. signature tweed – with each element an echo of founder Mademoiselle Gabrielle Bonheur (“Coco”) Chanel’s apartment at 31 rue Cambon.
The second floor of the boutique is bathed in natural light and presents Chanel’s Cruise 2021/22 collection, with the J12 watch in black or white ceramic on the mezzanine, the Camélia and Coco Crush high jewelry lines and the House’s perfumes, including the iconic Chanel N ̊5, which celebrates its 100th anniversary this year.
On the ground floor, the Coco Neige collection includes all the necessary accessories for an alpine holiday, from goggles and gloves to skis and snow boots. Channeling Chanel’s playful irreverence, logo-laden separates in tranquil silhouettes and standout shades like sapphire, aqua and fuchsia are met with sleek black tops and quilted puffer jackets – all for a mountain look bold.
Also on the lower level is the Fall/Winter 2021/22 collection, which debuted last March at the legendary Castel de la Rive Gauche nightclub in Paris. Chanel’s artistic director, Virginie Viard, explains that it’s a combination of two influences, “The ski holiday vibe, which I love, and a certain idea of cool, 1970s Parisian chic. until today.”
It’s already evident that our hamlet of Aspen is also the perfect second home for Chanel this season.