The relationship between architecture and fashion is a very interesting subject. Most of its guidelines are applied to fashion design too.
I’m fascinated about how brands try to extend its values to every product, place and situation their label is involved. The fashion shows, presentations, openings, parties… And of course, its stores, where the products are sold, the purpose of all the things I mentioned. Because selling is the deep objective, isn’t it? Of course, but if you can offer something else, something to make the shopping experience more unique, beautiful, moving and exciting, then it’s better, even if you’re just buying a keychain.
Chanel boutiques are a magic place. Everything is so polished, tidy and perfect. The ambient is like in a dream, the true representation of elegance. Most of their boutiques are designed by Peter Marino, and they’ve managed to combine modernity and minimalism with the classic references and baroque decorations that Gabrielle Chanel loved.
I’ve made a compilation of the most beautiful Chanel stores around the world. Some of them are now closed, and some others were ephemeral. My favourite will always be the one in Saint Tropez, the entrance looks like Heaven’s doors. The ephemeral store in Courchevel (a ski station) was magical too, and I love the simplicity of the buildings for the Los Angeles boutiques. The one in Capri was marvellous too.
If you are interested in this subject, don’t miss this post about the most awesome fashion boutiques (all labels).
Biarritz, in 1915
Covent Garden, London