Hub of finest luxury
By Michelle Zhang |
December 6, 2009, Sunday
|
Print Edition
Print Edition
CHANEL'S new Shanghai store at the Peninsula Hotel on the Bund is the French fashion house's "most luxurious boutique in the world," according to Bruno Pavlovsky, president of Chanel's fashion activities.
Designed by the renowned New York architect Peter Marino, it features salon-style rooms inspired by the fabled Paris apartment of Coco Chanel, presenting fashion apparel, accessories, shoes, fine jewelry and watch collections in a spacious area of 480 square meters.
Shanghai Daily had an exclusive interview with Pavlovsky about the new boutique, the latest "Paris Shanghai" Metiers d'Arts collection and the brand's future development plans in the country.
Q: What is the concept of the new store? What kind of shopping experience do you wish to provide for customers?
A: The new boutique is the ultimate luxury. The architecture combines a residential feel with an experiment with rich new materials. An important array of artworks, fine antiques (18th and 19th century French furniture), and site-specific installations are featured, such as the "Gold Lasso" of Murano glass pearls by famous French artist Jean-Michel Othoniel.
These new standards of luxury are demanded by a growing clientele that values a refined and sophisticated refuge away from the hustle and bustle of a vibrant city, such as Shanghai.
Q: What was your intention in launching the Metiers d'Arts collection?
A: For many years, Chanel has chosen to protect its traditional heritage and look after the destinies of master craftsmen Desrues, Lemarie, Lesage, Massaro, Michel, Goossens and Guillet. Feather workers, embroiderers, milliners, goldsmiths and shoemakers are the cornerstones of a unique expertise.
They are key players who, behind the scenes, transcend the world of fashion and luxury.
Since 2002, Karl Lagerfeld has dedicated an annual collection to them in order to display their unparalleled craftsmanship.
Q: Why did you choose Shanghai as the inspiration for the Metier d'Arts collection this time? Are there any criteria when choosing a candidate city for the collection every year?
A: Each year, Chanel's Metiers d'Arts collection puts the spotlight on a different location - one that is of special current interest, or that has strong ties to our brand.
We chose Shanghai this year, particularly because we have opened our most refined Chanel boutique ever at the Peninsula Hotel but also for the wealth of inspiration in this exciting city.
This location is a new step in the history of our brand - despite her strong interest in Asian art and antiques, Coco Chanel had never visited China, or even Asia. Karl Lagerfeld has now brought to life the collection she never had a chance to create.
Q: What do the customers of Metier d'Arts collections like? A: They have extremely refined tastes and are very aware of fashion trends.
Beyond looking for the latest runway designs, they want to purchase the most sophisticated and exclusive luxury products.
This is what they can find in this collection, made up of such original and refined pieces that they are almost like a limited edition, or "one offs," reflecting at its best the know-how and creativity of the brand and its very high-quality service.
Q: It has been four years since Chanel threw a big event?in Shanghai. Compared with the rapid expansion of other luxury fashion houses in the country, Chanel's development in China seems to be more understated and low-key. How does Chanel position itself in the country's booming luxury market?
A: Chanel's entry into China is strategic and for the long-term, and we continue to invest in our know-how and strong vision to ensure this long-term success.
China is an extremely diverse market - it is necessary to not only select the right locations, but also to understand regional culture and lifestyle in each new city.
Q: And what is your development plan for China in the years to come?
A: We will open two new boutiques by the end of this year on the Chinese mainland, the first one in Shanghai and the second in Hangzhou, a major domestic tourist destination and an important shopping destination for residents of nearby cities such as Wenzhou, Suzhou, Ningbo and Wuxi.
Our plans for the Chinese mainland include a steady expansion into more locations over the next few years, but it is too early to give further information.
Designed by the renowned New York architect Peter Marino, it features salon-style rooms inspired by the fabled Paris apartment of Coco Chanel, presenting fashion apparel, accessories, shoes, fine jewelry and watch collections in a spacious area of 480 square meters.
Shanghai Daily had an exclusive interview with Pavlovsky about the new boutique, the latest "Paris Shanghai" Metiers d'Arts collection and the brand's future development plans in the country.
Q: What is the concept of the new store? What kind of shopping experience do you wish to provide for customers?
A: The new boutique is the ultimate luxury. The architecture combines a residential feel with an experiment with rich new materials. An important array of artworks, fine antiques (18th and 19th century French furniture), and site-specific installations are featured, such as the "Gold Lasso" of Murano glass pearls by famous French artist Jean-Michel Othoniel.
These new standards of luxury are demanded by a growing clientele that values a refined and sophisticated refuge away from the hustle and bustle of a vibrant city, such as Shanghai.
Q: What was your intention in launching the Metiers d'Arts collection?
A: For many years, Chanel has chosen to protect its traditional heritage and look after the destinies of master craftsmen Desrues, Lemarie, Lesage, Massaro, Michel, Goossens and Guillet. Feather workers, embroiderers, milliners, goldsmiths and shoemakers are the cornerstones of a unique expertise.
They are key players who, behind the scenes, transcend the world of fashion and luxury.
Since 2002, Karl Lagerfeld has dedicated an annual collection to them in order to display their unparalleled craftsmanship.
Q: Why did you choose Shanghai as the inspiration for the Metier d'Arts collection this time? Are there any criteria when choosing a candidate city for the collection every year?
A: Each year, Chanel's Metiers d'Arts collection puts the spotlight on a different location - one that is of special current interest, or that has strong ties to our brand.
We chose Shanghai this year, particularly because we have opened our most refined Chanel boutique ever at the Peninsula Hotel but also for the wealth of inspiration in this exciting city.
This location is a new step in the history of our brand - despite her strong interest in Asian art and antiques, Coco Chanel had never visited China, or even Asia. Karl Lagerfeld has now brought to life the collection she never had a chance to create.
Q: What do the customers of Metier d'Arts collections like? A: They have extremely refined tastes and are very aware of fashion trends.
Beyond looking for the latest runway designs, they want to purchase the most sophisticated and exclusive luxury products.
This is what they can find in this collection, made up of such original and refined pieces that they are almost like a limited edition, or "one offs," reflecting at its best the know-how and creativity of the brand and its very high-quality service.
Q: It has been four years since Chanel threw a big event?in Shanghai. Compared with the rapid expansion of other luxury fashion houses in the country, Chanel's development in China seems to be more understated and low-key. How does Chanel position itself in the country's booming luxury market?
A: Chanel's entry into China is strategic and for the long-term, and we continue to invest in our know-how and strong vision to ensure this long-term success.
China is an extremely diverse market - it is necessary to not only select the right locations, but also to understand regional culture and lifestyle in each new city.
Q: And what is your development plan for China in the years to come?
A: We will open two new boutiques by the end of this year on the Chinese mainland, the first one in Shanghai and the second in Hangzhou, a major domestic tourist destination and an important shopping destination for residents of nearby cities such as Wenzhou, Suzhou, Ningbo and Wuxi.
Our plans for the Chinese mainland include a steady expansion into more locations over the next few years, but it is too early to give further information.
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