WITH an incredible story and success, the two most illustrious designers behind the Chanel brand have amassed, the founder Mademoiselle Chanel and the current torchbearer, Karl Lagerfeld. Amid the masses of brands available today, Chanel have succeeded in creating an immediately recognisable and distinct brand identity. Each time one passes by, or moreover enters, a Chanel store, there is an instant feeling of familiarity and almost certainly a majestic grandeur surrounding it. Nowhere is this more epitomised than in the newly renovated watch and fine jewellery boutique located at 173 New Bond Street in London’s Mayfair.

The store, now spreading over three levels instead of the initial single floor, has been redesigned by Peter Marino, fashion’s favourite architect, known for his magnificent retail spaces for luxury fashion brands, as well as high-end hotels all over the world. He is also the man behind countless other Chanel stores, from Chanel’s first boutique on rue Cambon in Paris to Los Angeles, Osaka and London – at the brand’s fashion boutique at 158 – 159 New Bond Street.

Benjamin Comar, Chanel’s fine jewellery director, told us of the new boutique, “London is one of the most cosmopolitan cities in the world, especially when it comes to jewellery and watches. We’ve had a great store here on this site for nearly twenty years so we are very proud to be able to open this new boutique on the same premises.”

From the outside, the boutique gives an impression of a private members’ club, with a security guard ready at the door and a shop assistant standing in the middle of the ground floor waiting by a glass display with a laptop, ready to welcome you to the world of Chanel jewellery. The feeling of privacy was intentional and Marino wanted to make the store resemble a luxurious private residence, sourcing inspiration mostly from Gabrielle Chanel’s apartment at 31 rue Cambon, and her townhouse on Faubourg Saint-Honoré. Set in a colour palette of gold, black and ivory, the space is filled with antiques and art works, much like both of Mademoiselle’s homes. “We want the client to feel at ease here, be part of the house and very comfortable in our environment,” Comar added.

Contrasting the white façade of the building, the shop windows of the ground floor are framed in black, with gold curtains acting as a backdrop to a minimal display of high jewellery and watches, including the latest and very popular BOY.FRIEND watch. In celebration of the new opening, Chanel has released two diamond-set versions of this watch referencing the 173 Bond Street, which are available exclusively in the London store. Additionally, the boutique’s in-house studio created a special diamond and pearl collection of four Camélia Solaire high jewellery pieces, available only at the London boutique.

An austere glass and stone affair this isn’t. Guests are invited into plush armchairs located next to a red marble fireplace and the walls are covered with Coromandel screens from the 17th century.

The first floor, reached by an ornate staircase with a rock crystal and bronze balustrade, is dedicated to high jewellery designs – the most costly and elaborate of the maison’s fine jewellery lines. “The second floor of the building has also been removed to enable the first floor to have a double height to its ceiling – what you could call an ultimate luxury in terms of design,” Comar points out. An antique Venetian gilt wood mirror from the first half of the 18th century is the statement piece of the room, along with two chandeliers by legendary French jeweller Robert Goossens.

The most intimate of all, the upper floor, is reserved for Chanel’s exceptional VIP services. The floor features a library filled with Chanel books by Ingrid Donat, as well as a limestone antique fireplace. Symbols close to Gabrielle Chanel’s heart, such as bronze sculptures of lions, as her star sign was Leo, or a crystal ball, are present here. Comar himself is clearly impressed and concludes, “I think it is one of the most beautiful boutiques in the world.” We can’t help but agree.

Chanel Watch and Fine Jewellery Bond Street boutique, 173 New Bond Street, London W1S 4RF

Images courtesy of Chanel

Published in the Spring 2016 issue of Glass magazine and 16/02/2017 at theglassmagazine.com