Chanel opens Singapore pop-up store

Chanel has opened new standalone ephemeral boutique at The Shoppes at Marina Bay Sands (MBS). It’s the first of its kind to come to Singapore, in a bid to attract new customers with a hotel-esque retail experience and expanded product offering.

The French luxury house has opened the Ritz-inspired, 3,000 square-foot-space, as a temporary replacement for the MBS Chanel store, which is currently closed for renovations.

Split into four rooms, the boutique boasts the Parisian couture brand’s signature black, white and beige palette for an Art Deco-themed store that represents Chanel’s latest collection of women’s fashion and accessories.

However, Chanel Singapore was very selective with the store pieces, allowing the pop-up to offer a wider selection of items.

Of particular interest is Chanel’s Paris Cosmopolite 2016/17 Metiers d’art ready-to-wear collection. The Ritz Hotel in Paris, as well as the French capital’s cafe culture and the personal style of Chanel founder Coco Chanel inspired the new line.

“We wanted the pop-up to not only offer something exciting and unique for our existing customers, but also to encourage new customers, who might not have visited our previous stores,” Stephanie Nussmann, managing director of Chanel for Singapore, told the Strait Times.

The new MBS Chanel boutique will reopen in November, at the closure of the pop-up. Once completed, the renovated store will cover 9,277 square feet — from its original 6,509 square feet — with extra floor room for ready-to- wear collections. Meeting the needs of a more discerning Singapore customer, it will also offer a wider line of jewellery and watches.  Styling services, allowing customers to have personalised shopping experiences, will also be available.