On May 5th, Chanel will be officially opening a brand new flagship boutique in Beverly Hills. After 10 years in their location on Rodeo Drive, Chanel has rebuilt the space from the ground up, with the four-story building designed by architect and longtime Chanel collaborator, Peter Marino. The 30,000 square foot space, as the largest Chanel boutique in the United States, has been designed to reflect a contorted cube as an extended metaphor for the maison’s past, present, and future.

Chanel itself has quite a storied past with the city of Los Angeles, with Gabrielle first taking to the West Coast in 1931 to dress the Hollywood stars of Samuel Goldwyn’s United Artists studio. Over 90 years later, Chanel is set to take on the city next week for the presentation of the Cruise 2023/24 collection with the city as their backdrop. 

The massive space in Beverly Hills will house fashion, accessories, watches, fine jewelry, fragrance, and beauty, in a complete expression of the brand. Upon entry into the minimalistic space, visitors will be able to find Chanel pieces alongside a slew of design treasures throughout the boutique that speak to the codes of Chanel. Some of these pieces include Japanese Kurodana cabinetry from the Edo Period cabinetry, which can be seen next to a pair of tweed lamps by Delos & Ubiedo, as an ode to the fabric that has become emblematic of the french fashion house. 

Special contemporary artworks have been commissioned for the space itself, with Marino carving out spaces for the work to live in the architecture itself. Central to the boutique is “Golden Lasso,” a structural piece that spans from ceiling to floor by French artist Jean-Michel Othoniel, who took inspiration from Mademoiselle Chanel’s iconic love for pearl necklaces. Chanel has also tapped Israeli artist Michal Rovner for blurred and poetic imagery of the poppy flower which is housed in the first floor list lobby.

The boutique wil open with the SS23 ready-to-wear collection designed by Chanel Creative Director Virginie Viard, which was inspired by Gabrielle Chanel’s costume designs for the 1961 new wave film by Alain Resnais, Last Year at Marienbad. Alongside the SS23 collection, the boutique will also have four items that are exclusive to the Beverly Hills location: a Haute Joaillerie capsule collection, a Haute Horlogerie capsule collection, a pair of sunglasses, and a set of Chanel Le Vernis nail colors.