Chanel Opens First ‘Twin’ Boutique in Italy

MILAN — Chanel over the weekend inaugurated a “twin” boutique at the corner of Milan’s luxury shopping street Via Montenapoleone and Via Vierri, combining for the first time in Italy its fashion collection with its watches and fine jewelry.

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Chanel’s new boutique in Milan.

The store was designed by New York-based architect Peter Marino, who has collaborated with Chanel for more than two decades, reinterpreting the brand’s aesthetic codes around the world and the signature black-and-white color schemes. The Milan boutique is defined by sophisticated bespoke touches including custom-made upholstery, tweeds in shades of ivory and sand, hand-finished surface treatments and plush wool carpeting.

Accessories are displayed at the entrance of the 5,600-square-foot store, ranging from handbags and shoes to costume jewelry, eyewear, scarves and small leather goods.

On the first floor, more accessories are displayed in a bright, high-ceilinged space dotted with seating areas, while the second floor is a dedicated to ready-to-wear by creative director Virginie Viard. On the occasion of the opening, Chanel is introducing here the cruise 2024 collection shown in Los Angeles last May.

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Inside the Chanel Via Montenapoleone boutique.

Among key design objects and antiques are a pair of Zen crystal and ebony table lamps by Goossens, a 1970s coffee-table by Etienne Allemeersch with fossil inlay, a pair of Augusto Bozzi chairs, and a custom etched stone table.

An adjacent private salon with a fitting room is accessible via a separate entrance on Via Verri, allowing for discretion and personalized service. Embellishing the wall of the spacious fitting room is an abstract artwork by George Noël, titled “Palimpseste” and dating to 1985, while design objects include a custom blackened bronze lamp, a Leather Barricade bronze box and two small Venini Totem sculptures in blown glass, all designed by Marino, as well as a 19th-century Japanese lacquered clothing tray.

The existing Chanel flagship on nearby Via Sant’Andrea will continue to operate.

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Inside the new Chanel Milan boutique.

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