Chanel unveils Amsterdam store with new design

On 28 February, French luxury house Chanel re-opened its Amsterdam-based store featuring a new store design.

Chanel Amsterdam store - Photo: Chanel

The 145 m2 P.C. Hooftstraat shop carries the label’s ready-to-wear collections as well as handbags, footwear, accessories and a selection of jewelry and watches. The boutique, which is divided over two floors, is designed by Peter Marino. The New York-based architect is also known for the designs of Chanel, Tokyo; Dior, Seoul; and the Louis Vuitton store at London’s Soho, amongst other projects.

The design for the shop in Amsterdam is inspired by the Paris apartment of founder Gabrielle 'Coco' Chanel.  Contrasting materials such as soft gold metal, marble, glass and lacquer reference the style of the Paris apartment. The store also features handmade wallpaper, tweed furniture and silk and woven wool carpeting.

With the Amsterdam boutique, Marino gives a new interpretation to the aesthetic of the luxury house, blending antiques with contemporary designs. Overall the store designs aim to represent the creativity of Chanel, while reflecting on the history of the house.

In 2016 Chanel announced that the Amsterdam store would be renovated and moved to a temporary location on P.C. Hooftstraat. The temporary shop was often talked about, as it was located at Crystal Houses building, which features a storefront that is entirely made of glass bricks. In November 2017, luxury house Hermes announced that it will set-up shop at the Crystal Houses building in 2018.

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