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Chenu Alexis Published
May 7, 2025
On Friday, May 5, at 12:00 pm, all the Rodeo Drive Chanel teams participated in the countdown to the opening of the new flagship store at 400 North Rodeo Drive, in Beverly Hills, celebrating the largest Chanel boutique in the United States.
Reserved for the first two hours for the house's loyal guests, the boutique then received the general public, who came in large numbers, often dressed from head-to-toe in the French label, all invited to check in at a specific time, thus avoiding the long line on the sidewalk.
After several years of work, the boutique on Rodeo Drive, originally a 11,500-square-foot space, surprises with its large dimensions, that is, 30,000 square feet of retail space housed in an abstracted exterior reminiscent of a staggered cube, cleaved by a multi-story glass atrium and clad in white crystallised glass.
The four-story building has been built with multi-dimensional spaces, and is served by elevators covered in Chanel's beloved fabrics. There is also a landscaped garden and two entrances, the main one on 400 North Rodeo Drive; another with parking, allowing access to the boutique directly from the outside, and a rooftop reserved for private events of the house.
Inside, glasses of champagne and petit fours awaited the first customers, all served by an army of boys in black and white, the historic color code of the house used by Peter Marino to dress the flagship intended as "the expression of the world of Chanel and the celebration of the past, present and future."
Sublimating the space through each floor, a swirling sculpture named 'Golden Lasso', created by the artist Jean-Michel Othoniel, who was famous for Palais-Royal-Musée-du-Louvre metro station in Paris, and obviously reminiscent of the iconic pearl necklace dear to Mademoiselle Chanel, immediately captures the attention. A line of chic and elegance suspended from the ceiling to the floor.
On the right part of the boutique, visitors discover the company's fine jewelry and watch collections on a floor combining optic white plaster and cast bronze. A VIP lounge follows, and as a tribute to Gabrielle Chanel, her discreet black-and-white portrait is displayed, and not far away, a sculpture of a wheat sheaf, one of the recurring symbols in her universe, and a happy nod to her childhood.
To the left of the entrance, a change of tone around a first lounge that brings together all the components of the Chanel universe in one place. Tweed armchairs that echo the couture elements of the house, and low dark tables in petrified wood and resin by Ado Chale and Jean-Claude Desse welcome customers, then follow other lounges dedicated to handbags, small leather goods, beauty and makeup. Finally, an entire wall is dedicated to scarves, linens, scarves, all with Chanel logos.
The second level is reached by the two elevators of the house, hosting the collections of shoes and ready-to-wear for spring/summer 2025, designed by creative director Virginie Viard, always matched with the bags and accessories of the house. On the third floor, two large VIP lounges and fitting rooms are offered to customers, covered with the cherished works of art of Peter Marino, as Anselm Reyle's Black Foil made on canvas and acrylic glass. Everywhere is distilled black and gold lacquered Japanese Kuroda cabinets from the Edo period, a contemporary table by Ingrid Donat, and pair of "tweed" lamps by Delos and Ubiedo.
At the top of the boutique, the rooftop’s black framed aluminium enthrones an exclusive private environment for events and VIP clientele. This area connects seamlessly to the penthouse, and boasts views of the garden courtyard, Rodeo Drive, Brighton Way, and offers a beautiful view on the hills.
To mark the reopening of the Beverly Hills boutique, Chanel presents four exclusive collections redolent of the house’s history in Hollywood: a haute joaillerie capsule collection entitled 'Beverly Hills', which draws its inspiration from the eye-catching sun and star motifs beloved by Mademoiselle Chanel.
Other exclusive items show 'The Monsieur', a watch Beverly Hills Edition, the house’s new haute horlogerie creation, a pair of butterfly-shaped black acetate sunglasses bearing the word 'Chanel' rendered in rubber with each letter a different vibrate shade and inspired by the Californian style, and a set of two unique Chanel 'Le Vernis' nail polish is also available.
Next week, in parallel with the cruise collection show in Los Angeles expected on May 9, the new flagship boutique will hold its first events, including a book signing by architect Peter Marino.