A staple of summer pop-ups in the mythical city of Var since 2009, Chanel is nevertheless changing location due to redevelopment work. After fourteen seasons in the private mansion of La Mistralée, the House of Rue Cambon has temporarily moved to a typical Provencal farmhouse in the heart of Saint-Tropez village.
A new temporary Provencal location
The Mistralée mansion, located just a stone’s throw from the Old Port and the famous Place des Lices, is a historical anchor for Chanel. The Parisian luxury brand has designed it “like a vacation home” with a park and swimming pool.
However, this privileged space, which has been home to its pop store – since the launch of its operation in 2009 – as well as to its founder Gabrielle Chanel, is temporarily abandoned this summer due to redevelopment work. Chanel is looking to create a basement for its boutique, accessible to people with reduced mobility (PRM) at the back of the building.
Since April 8, 2023, the Parisian luxury House has thus opened its ephemeral outlet in another sumptuous setting: an authentic Provencal farmhouse.
Located on Place de la Croix de Fer, this large 340-square-meter building with ochre stone and blue shutters was renovated in 2019.
Chanel imagined the space as a real holiday home. The spaces open onto a shaded garden in a purely Mediterranean spirit. Clients are welcomed in the building’s vast vestibule, which is articulated on two levels and includes multiple lounges dedicated to the Chanel universe.
The House has not forgotten to apply its identity codes to the interior decoration in small touches. Thus, numerous stained-glass windows punctuate the visit to the pop-up store, a reference to those the founder spent part of her childhood in the Aubazzine Abbey. The dominant black and white, the materials, and the atmosphere are also a true ode to the spirit of Coco Chanel.
Chanel presents the ready-to-wear and accessories collections and pre-collections designed by Virginie Viard. In addition, there is a selection of jewelry, watches, and perfumes. The Coco Beach line is also included with a selection of swimwear, beach accessories, and sunglasses. A line that its Tropezian clientele will be able to discover in the preview from May, while the 2022-2023 CHANEL Dakar Métiers d’art collection will be presented later in the season.
Chanel, pioneer of summer pop-up stores
The House on rue Cambon was the first to open a seasonal pop-up store in Saint-Tropez in 2009.
Before 2009, luxury brands mainly used the concept of pop-up stores as part of classic commercial events such as a product launch or inter-brand collaboration (drop).
Featured photo : © Chanel