Who? Karl Lagerfeld has made no secret of his affection for Saint-Tropez. France’s most famous celebrity resort was the location for the designer’s short film, Remember Now and provided the chic backdrop for Chanel’s 2010 and 2011 resort shows. So it came as no surprise that the pretty, coastal town was chosen to host Chanel’s second ephemeral boutique of the summer – the first of which opened and closed in Cannes last month.
What? Setting an entirely new standard for pop-up stores, the 18th century manor, Hotel La Mistralée, is the location for the boutique, with ten rooms individually decorated for the occasion and incorporating the fashion house’s four signature colours – black, white, beige and red. Inspired by the Byzance empress Theodora, Chanel’s pre-fall 2011 collection set in the large drawing room is the main attraction while the pool house, which also gives visitors a welcome oasis in which to relax, devotes space to everything holiday themed from beach towels to croquet sets.
Why? With views across the Mediterranean coast, this part hotel, part boutique also has a distinct museum quality to it. Minimalist display cases, in contrast to the opulence found elsewhere, offer a selection of perfumes, eyewear and other accessories. In addition, visitors have the opportunity to purchase a souvenir in the form of a limited edition tote bag – a quilted taupe hessian complete with leather and silver metal strap.
The boutique closes on October 2, 2011.
Text by Fiona Cook
