Each installation follows different design rules due to segmentation and local constraints. Global brand consistency and recognizability must be a primary goal for each project.
The minimalist look of the brand requires careful attention to development and use of detail, from the quality of the materials to a balanced composition of fixtures and the realization of architectural attributes.
Different distinctive elements were combined to embody classic Chanel style: large, black and light-gold lacquered wood shelves, thick glass/metal shelves, a minimal frame displaying the visual, the light-gold showcase and small, glossy white boxes.
A display fixture was specially designed to adapt to the store’s dedicated space. Along with the wall unit, a counter/table was created to complete the Chanel shop-in-shop area and convey a complete brand experience to customers.
b612 studio worked in parallel with both the brand and Cochrane Studio to develop new forms to maintain “that flavor”: the combination of the brand’s classic elements with Selfridges’ massive forms. Luxury materials and finishes led to an impressive and well-balanced installation.
Each manual starts from the macro characteristics of the composition and design of different fixture categories, and gets to the definition of construction drawings and the technical specifications of each component and material. Thanks to these manuals the brand image of Chanel benefits from a worldwide standard of uniformity, quality and consistency.
Project completed per year: ab. 65
Countries: EMEA, NA, APAC, LATAM
Average capacity: 35 sku