After an extensive 18-month refurbishment, Chanel has officially unveiled its renovated flagship boutique in Shanghai’s Plaza 66. The three-story space, which is now twice its original size at 2973 square meters, is the first of its kind to encompass the brand’s entire ‘ecosystem.’
The newly expanded location presents an array of Chanel’s luxury offerings, ranging from fashion and accessories to watches, fine jewelry, beauty products, and fragrances. It also includes Les Ateliers, the house’s dedicated repair and alteration service, along with the exclusive Les Salons Prive.
Peter Marino, who has a long-standing collaborative relationship with the brand, was the mastermind behind the boutique’s redesign. The refreshed layout incorporates sophisticated white facades, black-framed vertical panels resembling pleated fabric, and an abundance of natural light pouring in from the mall’s glass ceiling.
Chanel’s latest handbags and accessories take center stage on the ground floor. In a separate black-and-gold section, customers can peruse an exquisite selection of watches and fine jewelry, including the Coco Crush and No 5 collections, and J12 and Premiere watches.
The boutique reserves a VIP room for showcasing three patrimoine high jewelry pieces, set against a backdrop of camellia coromandel screens and Regency-era mirrors. This decor pays homage to Chanel’s historical ties with the cinema industry.
The second floor introduces visitors to three salons, each distinguished by a unique color theme. The first salon features Chanel’s Cruise 2026 collection, while a more private second salon showcases the house’s signature black-and-white palette. A large fitting room for hosting guests connects to this space. The third salon, which houses an Arnold Armand ‘Mali’ table, leads to an elevator tunnel adorned with gold tweed-like walls.
On the lower ground floor, customers can find the Shoe Salon, offering a variety of Coco Neige and carryover styles. This area, designed with floor-to-ceiling shelving and plush wool carpets, includes two adjoining rooms.
The mall’s third floor plays host to the Les Salons Prive, a dedicated area for serving VIP customers. Adjacent to this area are the brand’s beauty and fragrance boutique and Les Ateliers, Chanel’s repair and alteration service.
In a statement, Bruno Pavlovsky, President of Fashion at Chanel, said, “This new space represents the Chanel universe. We are not merely striving to build the biggest boutique, but to create the optimal environment for the ultimate experience.”
What does the redesigned Chanel boutique offer?
The newly expanded boutique features the complete Chanel ‘ecosystem,’ ranging from fashion and accessories to watches, fine jewelry, beauty and fragrances. It also includes Les Ateliers and Les Salons Prive.
Who designed the renovated Chanel boutique at Plaza 66?
Peter Marino, a longtime collaborator with Chanel, redesigned the boutique.
What is Chanel’s objective with the redesigned boutique?
Chanel is not focused on building the largest boutique, but rather aims to create the perfect environment for an unparalleled customer experience.
