Check out: Chanel's stylish pop-up boutique — first of its kind in Singapore!


Image: The Straits Times

Luxury fashion fans have a new reason to rejoice - French luxury retailer Chanel's new standalone ephemeral boutique opened its doors at The Shoppes at Marina Bay Sands (MBS) last Friday.

The pop-up boutique - the first of its kind in Singapore - will run until the end of the year and aims to offer consumers a unique shopping experience while the brand's permanent boutique at MBS shuts its doors for renovation works.

Paris Cosmopolite 2016/17 Metiers d'art, the current ready-to-wear collection that is now on show at the pop-up, which is inspired by the Ritz Hotel in Paris and the glamorous cafe culture long associated with the five-star hotel and brand founder Gabrielle Chanel. To convey a luxury hotel vibe, the 3,000 sq ft space is divided into four rooms in the image of the elegant salons at the Ritz. The contemporary Art Deco-inspired interior borrows from the brand's signature palette of black, white and beige.

Later this year, fans of the brand can also look forward to the Fall/ Winter 17/18 Pre-Collection and Fall/Winter 17/18 Ground Control collections on display at the pop-up, with styling and store-window displays changing every season and offering an edgier take on the brand's classic glamour.

Ms Stephanie Nussmann, managing director of Chanel for Singapore, says: "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." To this end, she says the buying team for Chanel Singapore have been very strategic about the pieces that are being brought in, allowing the pop-up to offer a wider selection of items than usual. The hope, she says, is to encourage customers to try bold pieces that they might not have picked out while shopping at the regular store.


The Chanel ephemeral boutique is at B1-142 Galleria Level, The Shoppes at Marina Bay Sands, 2 Bayfront Avenue; open: 10.30am to 11pm (Sundays to Thursdays, including public holidays), 10.30am to 11.30pm (Fridays and Saturdays, including eve of public holidays).


Adapted from The Straits Times.