Chanel opens a boutique in The Shops at Crystals in Las Vegas – WWD

Chanel is ready to unveil its new boutique at The Shops at Crystals in Las Vegas. The 7,500-square-foot store, which opens Thursday, will feature ready-to-wear, handbags, shoes, fashion jewelry and home accessories, as well as watches and fine jewelry.

Designed by New York architect Peter Marino, the boutique features a new design. The store took about 18 months to build from start to finish.

Chanel joins international luxury brands such as Dior, Louis Vuitton, Bottega Veneta, Hermès, Cartier, Gucci, Fendi, Tom Ford and Tiffany & Co. in The Shops at Crystals.

Currently, Chanel has 24 stand-alone boutiques and about 40 department stores in the United States, according to Joyce Green, Chanel’s chief executive. With the latest store, the brand has three locations in Las Vegas – at the Wynn Las Vegas (recently expanded) and the Bellagio. In February, Chanel closed its store in the Encore, which is a separate Vegas hotel, but connected to the Wynn.

Chanel opens a 7,500 square foot boutique at The Shops at Crystals in Las Vegas.
Sam Frost

“We kMaintaining our distribution in terms of number of locations, but we wanted to have more location differentiation,” said Green, noting that the Crystals store will cater more to a local customer than the stores in Wynn and Bellagio, which are in hotels. with casinos.

Marino’s design is an ode to the neon-lit luxury and flamboyance that Vegas is famous for, while remaining in line with the house ethos. The onlyThe ground-level boutique features a double-height black and white stone facade on the exterior, while the interior references Gabrielle Chanel’s iconic Parisian atelier, including bespoke woven fabrics and plaster wall coverings . In the shoe lounge, two Goossens rock crystal and bronze chandeliers sparkle overhead. In the rtw living room, a pair of Louis XV armchair armschairs sit beside a custom mirrored screen. Throughout the store, gold accents reflect famed Vegas glamour.

Accessories exhibited at Chanel.

Accessories exhibited at Chanel.
Sam Frost

The boutique houses the spring 2022 collection, designed by Chanel’s artistic director, Virginie Viard. The collection is inspired by the photography of Karl Lagerfeld and the glamor of the house’s favorite models who fell under his lens. There are bright miniskirts and summery mini-shorts in tweed and crochet, flowing chiffon dresses printed with butterfly wings and sheer swimsuits worn over simple singlets, tied with a bow at the waist. HaThe ndbags are in quilted leather, with a metal chain interfaced with leather and adorned with the “Chanel” signature made up of gold or lacquered metal letters. Costume jewelry inspired by hanging pink #5 dice is a nod to lucky Vegas customers.

A view of the new Chanel boutique.

A view of the new Chanel boutique.
Sam Frost

Asked who Chanel is aiming for with the new Crystals store, Green said: “It’s a combination, but the local population over the last couple of years has grown tremendously. We also see more local American tourists coming to Vegas and of course when international travel becomes more of what it was before COVID[-19]we will also welcome many other international tourists.

While many of his competitors are already at the Crystals, Green said they took their time finding the right location. “For us, we don’t need to be the first. We just need to look the best. We take our time making distribution decisions,” Green said.

A display of ready-to-wear at Chanel.

A display of ready-to-wear at Chanel.
Sam Frost

Chanel took over the space formerly occupied by Versace.

As soon as you enter the store, you discover a mixed visual merchandising area, where all product categories are represented. A focal point is an expanded shoe lounge, which the brand is doing in more stores to improve its presence and create a warm shoe environment. This leads to rtw with two living rooms, with the possibility of closing the area for private appointments. Accessories, handbags, leather goods, textiles, belts and costume jewelry complete the assortment.

Green said Chanel has a good mix of street-front locations, such as New York, Beverly Hills, San Francisco and Miami, as well as mall locations. Marino is building and designing a boutique in Beverly Hills that will open next year, an expanded footprint on the existing location.

Chanel in the shops of Crystals

Chanel at The Shops at Crystals in Las Vegas.
Sam Frost

Green thinks the Crystals mall store, with its local clientele, will behave differently than those in Vegas hotels. “The Wynn and the Bellagio are more about hotels and casinos, and Crystal is a bit more separate and you can park more like you’re just going shopping,” she said. In Vegas, all of the company’s sites are on one floor. “It’s a good way for a customer who comes to see all the categories at the same time by the different entries.

Chanel has high expectations for the entire store, and specifically for ready-to-wear and footwear.

The shoes are presented in the new Chanel store in Las Vegas.

The shoes are presented at the Chanel store in Las Vegas.
Sam Frost

“We are growing in ready-to-wear and footwear, and these categories will have a very strong presence as well as watches/jewellery. All categories are strong, and I think we will have a different assortment, we call it a boutique, a story. Each boutique has a slightly different flavor of product, color, style and silhouette, and each location will have a unique character,” Green said.

Although she declined to disclose sales projections, she said: “Vegas is already posting high double-digit increases, and we expect to do more volume than we did in Encore. The Vegas market is contributing to strong double-digit growth for us. »

In fact, she called the Vegas market “on fire and [it] exceeds expectations.

A view of the new Chanel boutique.

A view of the new Chanel boutique.
Sam Frost

Chanel is planning a Thursday opening and events throughout the fall season to engage local customers. “There will be events in Vegas that will take place outside of the store in a special location tailored to their local customers,” she said.

Despite a labor shortage in the United States, staffing the Vegas store was not difficult. Green said they had mobility among their teams and had 22 staff members who spoke 13 languages. “It’s very international and very diverse, and the people who joined our team also came from Encore. We have also grown and added more staff, and have a multilingual and multicultural team covering all roles.

She pointed out that sales staff are not paid on commission. “We have a team structure compensation program that creates an environment of teamwork and customer service. Our service is the driving force, more so than sales,” she said. The Chanel store will be open seven days.

Handbags and accessories on display.

Handbags and accessories on display.
Sam Frost

“My expectations are more about service and experience than sales to be very honest. I’m confident it will exceed our sales forecast. What I want is for the environment to create an inviting space and for us to are attracting new customers and also developing deeper relationships with local customers and presenting Chanel in a new way in an important market,” said Green.

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