Chanel opens a winter pop-up store at the Elk Mountains of Aspen
Ski season is officially underway! On December 13th, Chanel opened its first Aspen pop-up store at the base of the Elk Mountains, adding yet another destination to the brand's network of 190 stores worldwide.
This pop-up, which was carefully designed to embody the signature character of the brand, displays pieces from all aspects of Chanel’s iconic line, including ready-to-wear, makeup, fragrance, jewellery, and the latest bag. Tailored to the winter destination, the Chanel Aspen pop-up store showcases plenty of snow-ready wares, including pieces from Karl Lagerfeld's final collection for the house, which transformed the Grand Palais into a snow-filled, alpine setting.
Chanel proves a seamless ability to bring its French je ne sais quoi to the ski world, as the house's roots are deeply embedded in the space. The decor throughout the new Chanel Aspen pop-up store uses the brand's signature colours of beige, white, gold, and black.
Grand, mirrored columns bring light and reflection that emulate the elegant staircase connecting the house's Parisian flagship to Coco Chanel's apartment.
An elegant rug runs across the length of the store, spelling out CHANEL in white lettering and leading guests through the intimate shop. Along the walls are the new Chanel 19 bags, which were named after the year 2019 and represent a modern twist on the original 2.55 bag. Featuring signature quilting and a gold logo clasp, the bag pairs the brand’s traditional whites and blacks with delicate tweed and soft leather textures to create an air of classic yet modern glamour.
Pieces from both Fall 2019 and Resort 2020 are available in the Chanel Aspen pop-up store, creating a heartfelt moment for house devotees as Lagerfeld's last designs for the house and Virginie Viard's first collection as artistic director hang in the same space.
Comprising a mix of highly tailored masculine and feminine silhouettes of long, wide-cut trousers and sweaters embellished with crystals, the wares, like the shop interiors, focus on neutral tones to complement the winter wonderland setting. Using pastels and pops of vibrant red, blue, and fuschia amidst the signature colour palette, timeless silhouettes and various designs incorporating Chanel's tweed introduce the perfect supply of looks for Aspen’s locals and tourists alike.
The shop overall is a true representation of the house's refined heritage while also perfectly capturing the eternal designs and necessities fit for the mountain environment in Aspen.
The Chanel Aspen pop-up store will be open until January 21, 2020.
