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CHANEL unveils its new ephemeral boutique in East Hampton, New York. “It has a very Hamptons, home, beach vibe,” said Joyce Green, Chanel’s general manager of fashion, noting that outside the boutique is a garden that will be used for entertaining throughout the summer.
The boutique has been designed by Chanel’s global image department. The decor is light-filled and summery, taking inspiration from the Hamptons spirit and the house’s codes, including the emblematic black, white and gold colour palette. Matte black painted floors, white walls are topped by tweed rugs, understated seating options and graphic accent pieces evoking Gabrielle “Coco” Chanel’s salon in her apartment at 31 Rue Cambon in Paris.
Green said they don’t do product exclusives, but they assort the boutiques with a “one boutique, one story” approach. “Each collection is bought with a location in mind, so you may see more of Coco Beach, more knits and lifestyle pieces that will work in the Hamptons, but not as an exclusive product”.
By opening Pop Up stores in tourist destinations, luxury brands aim to deliver to their customers an experience they can not find in a permanent urban store. These Pop-ups have been an important trend in recent years: initially, it was merely a communication tool, but it has become a very effective way for brand-to-human marketing. Customers´ moods change when they are on holiday or enjoying a natural environment. This means a destination pop-up needs to provide a different declination of the Brand identity than when displayed at a high-street store.
This Hamptons store is the fifth ephemeral boutique that Chanel has opened in the U.S. in the past ten years. Green said, “We expect, for sure, all our devotees and loyal clients as well as new clients who are spending more time out in the Hamptons. We like to go where we know where our client is, and we like to be there in an unexpected way. This is a way for us to bring a unique expression of Chanel to our clients there”.
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