Tested in St. Tropez last summer, approved in Courchevel this winter, could the ephemeral boutique be the ideal option ? By definition never out of fashion, in line with the concept of sustainable development, and financially low-risk, the idea is gaining popularity in the jet-set’s favourite French Alpine resort. While designed in a minimalist style, the décor of the 180m2 boutique set up at the foot of the ski runs is nonetheless sophisticated and meticulously thought out. The large painted navy blue wall panels call to mind the Cruise collection designed by Karl Lagerfeld, echoed by the warm tones of the sycamore wood flooring (a nod to the “Exclusifs de Chanel” fragrances) creating a beach-type atmosphere accentuated by the fitting rooms hung with yellow. Also in the cargo spirit, metal plating runs along the entire ceiling length of the 17-metre boutique, at the far of end of which one can enjoy spectacular views over the Courchevel valley. Accessories, ready-to-wear, Fine Jewellery and Watchmaking pieces : the whole Chanel universe is there waiting to be touched, tried on and carried off. Visitors to the ephemeral boutique which will be open until April 14th 2012 can thus also enjoy a virtual discovery experience thanks to the iPads provided in the burgundy lounge, which allows them to explore the collections, watch fashion shows and read up on the latest Chanel News.
Brice Lechevalier is editor-in-chief of GMT and Skippers, which he co-founded in 2000 and 2001 respectively. He has also been CEO of WorldTempus since it joined the GMT Publishing stable, of which he is director and joint shareholder. In 2012 he created the Geneva Watch Tour, and he has been an advisor to the Grand Prix d’Horlogerie de Genève since 2011. Also closely involved in sailing, he has published the magazine of the Société Nautique de Genève since 2003, and was one of the founders of the SUI Sailing Awards in 2009 and the Concours d’Elégance for motor boats at the Cannes Yachting Festival in 2015.