Chanel opens Italy's first 'twin' boutique in Milan's fashion capital
©Photo: Chanel

Chanel opens Italy’s first ‘twin’ boutique in Milan’s fashion capital

Chanel opens its first 'twin' boutique in Milan, combining fashion with fine jewelry and watches, designed by Peter Marino, to enhance luxury shopping in Italy's fashion capital.
November 27, 2023
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Chanel recently marked a significant milestone in Italy. The brand celebrated the opening of its first ‘twin‘ boutique in the bustling heart of Milan‘s fashion district. Located at the prestigious intersection of Via Montenapoleone and Via Verri, the store represents a unique fusion of Chanel’s fashion collection with its exclusive line of watches and fine jewelry.

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It was designed by renowned New York architect Peter Marino, who has been working with the brand for two decades. The store features the iconic black and white color scheme that has become a hallmark of Chanel, reinterpreted with Marino’s artistic flair. The Milan boutique features sophisticated, custom-designed elements, including unique upholstery, tweeds in soothing ivory and sand tones, hand-finished surfaces and plush wool carpets.

Chanel opens Italy's first 'twin' boutique in Milan's fashion capital
©Photo: Chanel

Upon entering the 5,600-square-foot (520 m2) boutique, visitors are greeted with an array of Chanel accessories. The ground floor showcases everything from handbags and shoes to eyewear, scarves and small leather goods. A bright, spacious area on the first floor is dedicated to more accessories, enhanced by high ceilings and comfortable seating. The second floor is dedicated to Chanel’s ready-to-wear collections, curated by Creative Director Virginie Viard. For the opening, Chanel is presenting the Cruise 2024 collection, which was shown in Los Angeles last May.

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The store’s décor includes several notable design objects and antiques, adding to its luxurious ambiance. Highlights include Zen crystal and ebony table lamps by Goossens, a 1970s fossil-inlaid coffee table by Etienne Allemeersch, Augusto Bozzi chairs and a custom etched stone table.

Chanel opens Italy's first 'twin' boutique in Milan's fashion capital
©Photo: Chanel

For a more private shopping experience, there is a separate salon with its own entrance on Via Verri. This area offers discretion and personalized service, a fitting room adorned with George Noël’s abstract artwork “Palimpseste” (1985) and various unique design objects by Marino.

While this new twin boutique is a significant addition to Chanel‘s presence in Milan, the existing flagship store on Via Sant’Andrea will continue to welcome visitors.

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