Chanel Beauty House in Tokyo
What: In a consumer market as mature and savvy as Japan, luxury brands readily go the extra yard to raise their profile and woo clients, and Chanel is no exception.
Why it is important: Increasingly going DTC, Chanel is opening a beauty store situated right behind the Chanel flagship store on Omotesando.
Occupying a 150 sqm. (1,615 sq.ft.) unit spread across three floors of a modern structure, it has been a full makeover by the brand's in-house design team and now sees a façade dipped in white and overlaid with both sewing pattern lines and various Chanel brand names and phrases.
The ground floor offers an immersive brand experience with the full range of Chanel cosmetics, integrating the digital and physical realms, such as Beauty Recordings, which allow shoppers to save personalized videos of touch-up sessions, and Chanel Try On, a makeover tool to try on makeup virtually. Additionally, a number of specially trained beauty experts are available for eight different personalized beauty experiences, and the treatment can be booked through the Chanel Beauty House app (Japan only). Also to be found on the second floor is a pop-in space which features a rotating program of Chanel installations.