Always wanted to buy that Chanel bag but hesitant to step into the store to browse through? You’re not alone. It’s not the service that Chanel provides that puts people off – it’s the very idea of stepping into a luxury boutique that’s intimidating to many.
But here’s the good news: For the first time in Singapore, French fashion house Chanel will launch its latest spring/summer 2016 collection at a multi-label concept store.
Pedder on Scotts at Scotts Square will carry a selection of Chanel’s latest collection in a specially- created pop-up space. The installation starts today and ends on April 3. It will include pieces that have been exclusively chosen for Pedder On Scotts, and which will not be sold at Chanel’s boutiques at Ngee Ann City and The Shoppes at Marina Bay Sands.
Ms Stephanie Donnet-Couette, managing director of Chanel Singapore, says that this is a chance for Chanel to showcase the brand in a different way.
“In our boutiques, we have guidelines and a certain way of expressing the collection that is kept consistent throughout all Chanel stores. But by venturing out, we give it a different twist and a new angle. We get to be more playful and interpret the themes of the collection without the confines of the boutique.”
She adds that having the pop-up will make Chanel more accessible to a wider audience, especially those who may be intimidated by stepping into a Chanel boutique.
Ms Donnet-Couette hopes to draw a younger audience, those in their 20s and under, who are looking for a new kind of retail experience. “They are hungry for novelty and for surprise, which is something that we want to offer.”
For Spring/Summer 2016, Chanel designer Karl Lagerfeld created a travel-themed collection. Chic travel attire such as multi-coloured tweed jumpsuits, sweaters and knit pants are adorned with aeroplane prints and travel-inspired arrow signs.
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To set the scene for his collection, Lagerfeld had the fashion show venue at Paris’ Grand Palais done up to look like an airport departure lounge. The installation at Pedder on Scotts follows in the same vein, with booths featuring mannequins decked out as stewardesses and stewards, and a conveyor belt around the entire floor. The static conveyor belt will showcase pieces from the collection, including bags, luggage and costume jewellery.
The installation stretches around the entire 20,000 sq ft store and was designed by Chanel’s internal artistic department in Paris.
The selection sold at Pedder On Scotts includes shoes starting from $870, handbags from $2,650, ready-to-wear from $1,550 and luggage from $7,180. A selection of fragrances, beauty products and watches will also be on sale.
The Spring/Summer collection will also launch at Chanel boutiques today and each shop will have a different selection of merchandise.
Text: The Straits Times / Melissa Heng / March 2016