by Alexandra Mas
In the pages of EDGE winter print issue, you may have come across a mesmerising photo shoot. This collaboration with the Chanel cruise collection and the fine jewelry transported us to the sun-kissed black sand beaches of California, a dreamy voyage that commenced in the heart of Milan. We were entrusted with a secret that we were eager to share. On November 25th, 2023, CHANEL unveils a twin boutique at the intersection of Milan’s upscale Via Montenapoleone and Via Vierri, nestled in the heart of the city’s Golden Triangle. This marks the first time in Italy that Watches & Fine Jewelry seamlessly intertwine with Fashion. Upon its grand opening, the boutique will proudly introduce the CHANEL Cruise 2023/24 collection, initially showcased in Los Angeles, California, in May 2023.
Spanning 520 square meters, this spacious and light-filled boutique serves as an exquisite embodiment of the CHANEL universe. Beyond iconic handbags and fashion items presented as precious design objects, you are welcomed into an intimate Watches & Fine Jewelry space, designed as a showroom where you can choose and try your future Code Coco or fall into a Coco Crush. The delicate N°5 Fine Jewelry pieces have stolen our hearts, alongside the timeless classics of J12, Première, and Boy·Friend. Of course, in true EDGE spirit we have to underline the exclusive selection of High Jewelry and high-end watches. Particularly noteworthy is the breathtaking 55.55 necklace from the High Jewelry “N°5” Collection, featuring a dazzling 55.55-carat custom-cut diamond, a gem that is part of the House’s High Jewelry Patrimoine and will be presented on this occasion.
The interior architecture is a work of art itself. Illuminated by rock crystal and gilded metal ceiling lights by Goossens, the sleek glass and metal consoles evoke a subtle Art Deco ambiance, complemented by a graphic black and white palette, warmed by pops of antiqued gold. Design objects and antiques further enhance the refined atmosphere, including 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. Renowned architect Peter Marino seamlessly reinterprets the House’s aesthetic codes worldwide, bringing CHANEL’s Parisian elegance and timeless modernity into this new setting, defined by sumptuous bespoke touches, custom-made upholstery, elegant tweeds in shades of ivory and sand, hand-finished surface treatments, and plush wool carpeting.
The two upper floors are dedicated to accessories and CHANEL’s latest Ready-to-Wear collections. Creative Director Virginie Viard extends a warm welcome in a convivial, lounge-like ambiance with sumptuous seating areas.
For those seeking a more discreet experience, here is a hush-hush note: an adjacent private salon, complete with a fitting room is accessible via a separate entrance on Via Verri. This space offers clients discretion and personalised service in a refined and cozy environment. Adorning the wall of the spacious VIP fitting room is an abstract artwork by George Noël, titled “Palimpseste” (1985), alongside custom design objects, including a blackened bronze lamp, a “Leather Barricade” bronze box, and two small Venini Totem sculptures in blown glass, all envisioned by the renowned New York-based architect Peter Marino. A 19th-century Japanese lacquered clothing tray adds an extra layer of elegance.
This new boutique, in addition to the one in Via Sant’Andrea, is a stunning showcase of CHANEL’s creativity and savoir-faire, promising an ultimate Chanel experience in the heart of Milan’s luxury retail district.
CHANEL Boutique
Via Montenapoleone, 7
20121 Milan, Italy
