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Largest Chanel store opens in London

Luxury label Chanel has opened the doors of its largest ever store on New Bond Street, London.

The space, which spans 12,600 sq ft over three floors, has been designed by Peter Marino and is filled with artwork inspired by Coco Chanel’s life and the symbols of the brand.

Located in the former Nicole Farhi space on New Bond Street, the Chanel boutique is situated directly across from Louis Vuitton’s London flagship and next door to Dior.

The company is billing the new store as the “most luxurious” of all its retail outlets. It carries the brand’s full range of clothing, make up and accessories and features a handbag bar on the ground floor with ready-to-wear and footwear on the first.

Bruno Pavlovsky, president of Chanel fashion, said it took nearly two decades to find the perfect location and a space that was the right size. A smaller Chanel store is located nearby on Old Bond Street. There are also Chanel outlets on Sloane Street and Bropmton Cross and concessions in Selfridges and Harrods.

Pavlovsky called the new store a mix of “luxury and creativity”. He said: “The art, architecture and fashion work well together. The store is about lifestyle and ambiance, not product.”

The new store has a central atrium dominated by a giant, twisting pearl necklace sculpture by the French artist Jean-Michel Othoniel, handmade matte bronze railings around the marble staircase and furniture and walls covered with tactile tweed and bouclé fabrics. It is filled with works by artists including Donald Baechler, Idris Khan, Liza Lou and the brand’s head designer and creative director Karl Lagerfeld.

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