I am so excited to be back in Saint-Tropez soon. One shop I will definitely pay a visit to will be the CHANEL boutique that will once again take up residence in the heart of La Mistralée villa. In the wake of major renovation work under the direction of architect and long-time collaborator of the House, Peter Marino, this historic building will be transformed into a permanent showcase. Having hosted the CHANEL fashion collections in temporary settings every summer since 2011, the boutique will now open every year during the summer season to showcase the latest ready-to-wear collections, alongside leather goods, accessories, shoes and costume jewellery as well as a selection of watches and fine jewellery.

More than just a boutique, this setting feels like a holiday home. The façade, with its green shutters, cream-hued walls and anthracite-grey railings, blends the CHANEL codes with colours typical of Saint-Tropez. The summer villa and its conservatory open out onto a Mediterranean garden complete with a pool and pool house. A veritable invitation to sit back and relax under the Côte d’Azur sun.

This new Tropezian sanctuary has been redesigned to echo La Pausa, the villa in Roquebrune-Cap-Martin that was entirely imagined and decorated by Gabrielle Chanel, and which holds a special place in the history of the House. The whitewashed walls, stone staircase and carousel of photographs projected onto a giant screen, resonate with this iconic place. The cut-out mirrors are reminiscent of the legendary folded-mirror staircase at 31 rue Cambon as the spirit of CHANEL subtly infuses every space.

With the entrance hall dedicated to leather goods, accessories, scarves, costume jewellery and eyewear, the ground floor also houses an exclusive selection of timepieces, including the iconic J12, Première and BOY.FRIEND, and the COCO CRUSH, Camélia, Comète and N°5 jewellery collections. An exceptional conservatory welcomes the shoes. A unique chandelier, sunshades and original furniture combining pale toned fabrics and woven leather render the overall effect sublime.

The floor devoted to ready-to-wear can be reached either by a stone staircase or an all-glass elevator that plays with transparency and light. The S/S 2024 ready-to-wear collection as well as the 2023/24 Métiers d’art collection – unveiled last December in Manchester – are presented here. Two areas, each with a salon and dedicated fitting room, complete the ensemble. For an exclusive experience, one of them can be privatised. Hand-painted curtains cast a light, airy feel over the surfaces while bespoke rattan furniture, touches of powder pink and raffia create a warm ambiance in keeping with the spirit of Provence.

Works of art throughout the boutique recall the unwavering connection between the House and the art world. Several lion sculptures – referencing Gabrielle Chanel’s zodiac sign – a painting by Georges Noël, a coffee table by Agnès Debizet, two vases with a golden patina by Johan Creten, and eight ceramics painted by Pablo Picasso – a loyal friend to the couturière – all add to the poetry of the place.

Traversing the townhouse leads into the luxuriant garden, a peaceful haven of Mediterranean plants and ancient bricks. The pool tiled in specially made Italian glass mosaics and the powder-toned pool house showcasing the CHANEL COCO BEACH collection, reflect the essence of the French Riviera.
The CHANEL boutique in Saint-Tropez is an invitation to discover the world of the House against an idyllic backdrop where elegance encounters the art de vivre of the Mediterranean.

CHANEL Saint-Tropez
1 avenue du Général Leclerc
83990 Saint-Tropez
+33 (0)4 94 49 07 47
Open from Monday to Sunday, from 11am to 1:30pm and from 3pm to 7:30pm

LoL, Sandra

Photos: © CHANEL
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