First things first: what exactly is a hybrid beauty store? The answer to that question lies in the way Chanel has brought two distinct spaces dedicated to its beauty universe under one roof for its new flagship beauty store.
Opened on Nov 1, visitors to the 95 square metre space at B2-42/43 Ion Orchard can enter the store via two separate entrances that will lead you to two different retail concepts.
The Chanel Beauty Studio also retails a collection of eyewear.
On one hand is the Chanel Beauty Studio, a bright, sleek and futuristic space dedicated to everything makeup-related. Akin to an art gallery, this area boasts a pink wall created with 2,164 lipstick tubes that are illuminated from within, creating a modern animated 3-D mural.
The interactive beauty bar takes centrestage inside the Chanel Beauty Studio.
In the centre of the room is what the brand dubs the Beauty Creative Table – which features interactive screens that allow customers to engage in online makeup tutorials and digital makeovers.
Next door to the Beauty Studio is a space with interiors drenched in gold, white and black that is dedicated to the maison’s skincare range. This includes the luxurious Sublimage line and expanded Boy de Chanel line for men. Also available here are fragrances like the Les Exclusifs de Chanel series of scents inspired by the moments in Coco Chanel’s colourful life.
The Skincare Wall includes the ultra luxe Sublimage line.
Any good retailer knows that an immersive store experience includes extra perks and treats. Which is why this Chanel beauty store also retails a selection of sunglasses and small leather goods – the latter will only be available for a limited period. Sticking to the beauty theme, the leather goods feature vanity case-inspired cases and crossbody bags.
Below, a glimpse of what you can shop for from this new Chanel boutique.