Chanel's largest US store on Rodeo Drive
What: Chanel has opened its largest boutique in the US, spanning four floors across 30,000 square feet on Rodeo Drive.
Why it is important: The storefront aims to offer the best of the brand, offering a unique experience for all customers, not just VIP's and celebrities.
From the exterior, the store is a large, gleaming white cube with Chanel spelled out across six windows, a nod to the Hollywood sign. The interior features a rooftop terrace, multistory windows, and a flower-filled courtyard.
The flagship was designed by Peter Marino, with the main interior feature being a "Golden Lasso" sculpture which is made of 215 hand-blown glass beads, resembling one of brand's iconic pearl necklaces.
The three-story glass atrium brings light and space into the interior which also features a semi-open courtyard and nearly 40 artworks.
Upon entering the space, customers will find the high jewelry salon followed by accessories and then the brand's full beauty and fragrance ranges. Ready to wear can also be found front and center of the ground floor.
On the second floor, customers will find shoes as well as ready-to-wear rooms. The third floor is reserved for two VIP suites with fitting rooms while the fourth floor features a celebrity VIP penthouse and a 2,690 square-foot rooftop terrace.
For Chanel, opening the boutique on Rodeo Drive wasn't about competition, but the opportunity to offer the best of the brand and create a boutique for everyone. The in-store experience plays a vital role in the retailer's success as they still don't have an e-commerce platform.
Chanel's largest US store on Rodeo Drive