Chanel Unveils Standalone Beauty Boutique
French luxury brand Chanel has debuted a short-term standalone beauty store in central London – just in time for the Olympics.
The pop-up boutique in Covent Garden’s piazza – one of the most tourist-heavy parts of the city – will play host to a variety of customer events, as well as retailing the brand’s entire range of nail polishes, cosmetics and fragrances.
Bridging the gap between the theatrical and the educational, the store’s schedule includes a Chanel treasure hunt and live beauty demonstrations. Fashion illustrators are on hand to draw visitors’ portraits using Chanel make-up. Meanwhile, a nail bar and VIP salon offering facials and beauty consultations are among the permanent fixtures of this two-floor boutique.
Other activities draw on the character and heritage of the boutique’s surroundings. A scent collaboration with local flower stalls is planned. In a nod to Covent Garden’s famous opera and history of street performers, four mime artists dressed in Chanel jewellery are positioned around the piazza to point shoppers in the direction of the boutique.
Later in the year, an al fresco space will recreate the look and atmosphere of being backstage at one of the label's catwalk shows, demonstrating the make-up looks created for upcoming film Anna Karenina.
The theatricality of the store, which stays open until December 27 2012, also makes it the ideal place to unveil new product lines. First up will be the limited-edition Covent Garden Collection, created by Chanel’s global creative director, Peter Philips.
For a deeper look at how retailers are using smart service initiatives and advanced expertise to cultivate a personal dialogue with target audiences, see our report Super Service in the Retail Sector. Also, Future Stores: Brand Hubs and Product Playgrounds explores the concept of stores becoming test venues, where consumers can experiment with product in-depth.