FIRST CHANEL FLAGSHIP BOUTIQUE OPENS IN SEOULOn March 22nd, 2019, CHANEL opens the doors to the first flagship boutique in Seoul. Cementing CHANEL's long-standing presence in South Korea, this will be the legendary House's 10th boutique across the country and the most luxurious retail experience yet. Situated in the well-heeled Cheongdam-dong neighborhood, the spacious seven-floor entirely new building is a shopping destination of 1830 square-meters. The three lower floors of this new prestigious boutique will be dedicated to CHANEL's creations from Ready-to-Wear, handbags, shoes, costume jewelry and eyewear, along with a selection of Fragrances and a dedicated space for Watches, High and Fine Jewelry creations. The fourth floor is reserved for private reception rooms, and the two upper floors and terrace hold dedicated spaces for special events and exhibitions.

For this latest project with the House, the New York-based architect and longtime collaborator Peter Marino has once again captured the allure and timeless modernity of CHANEL. The architect harnesses the CHANEL codes of unbridled creativity, savoir-faire, and the celebration of exceptional materials, placing equal emphasis on architecture and interior design. The flagship provides a new visual icon for Cheongdam-dong with its bold all-black façade composed of lava stone and black glass. Although opaque from the exterior, natural light passes through the dark exterior glass, daylight flooding the store within. As a continuation of the façade, stone continues to pave the entrance, first as lava stone before transitioning to a grey stone, bringing the outside, inside. Stone work continues to be seen throughout all the boutique's floors. The store's monochromatic palette of black, white and ivory allows the creations to step into center frame and parlays an elegant modernity synonymous with the Parisian apartment of founder Gabrielle Chanel, who was a paragon of style.

In the tradition of artistic patronage established by Gabrielle Chanel, the walls of the boutique display an impressive collection of modern art. Thirty-one singular works by esteemed contemporary artists have been selected by Peter Marino to enhance the boutique's design, along with the legendary iconography of the House. The selection, including four commissioned works, offers a balanced study of architectural and linear pieces fashioned from a panoply of materials. Specially commissioned work is present from the first moments of entering the boutique, "Breathing Monochrom Wall" by Pablo Reinoso features fan-motored fabric pillows and is adjacent to the entry gallery. Across the space hangs the untitled commissioned work of mounted gold pearl beads on wood by Paola Pivi. Boldly 3D, these two works together, created for this boutique, celebrate material and texture in a way that befits the fashion that surrounds them. Each further turn offers discovery and, central to the identity of this particular boutique, are works by the celebrated Korean artists Lee Bul, lk-Joong Kang, and Lee Ufan including a linear charcoal from Ufan's "Line Series". The works sit in compelling harmony with the space.

for an easy transition from one universe to another. Product mixes seamlessly together: the ground floor is an accessories destination, featuring seasonal bags and small leather goods along with Watches, High and Fine Jewelry creations in glass cabinets. An adjacent intimate salon featuring Coromandel screens a nod to those in Gabrielle Chanel's apartment allows clients to enjoy some privacy while trying on their favorite Fine and High Jewelry pieces.

Arriving on the second floor ascending the stair of polished white stone, clients discover a more extensive offering of accessories and bags alongside a dedicated shoe salon. Here, the soaring ceiling height and abounding spaciousness are amplified by the imposing site-specific work, "Sound Barrier" a wall of compression molded records by the German artist Gregor Hildebrandt that spans this floor and the one above. A commissioned portrait of Gabrielle Chanel, by the same artist, looks over the scene. Featured along the stair is Korean artist Lee Buls work, an untitled piece from 2008 composed of wood, mirror, LED, polyurethane and acrylic paint.

FIRST CHANEL FLAGSHIP BOUTIQUE OPENS IN SEOULThe third floor of the boutique is then dedicated entirely to Ready-to-Wear where full looks are styled with matching seasonal bags and shoes. In the spirit of creating an inviting ambiance, each universe is furnished with custom sofas as well as a selection of antique furnishings, like a daybed from legendary French interior designer Jean-Michel Frank and the "Anis Light" by Christophe Côme. Such unique touches set a convivial tone that tempts guests to linger awhile. Artworks throughout the third floor are expressed by an extensive range of materials and textures including sculpture of glazed stoneware by Andrée et Michel Hirlet, mixed media on wood "Small Mountains, 2013" by Ik-Joong Kang, and oil gesso on aluminum titled "Park, 2014" by Idris Khan. On the floors, bespoke carpets cast in natural materials and neutral tones add warmth to the space. Here, spacious dressing rooms are on hand, in which visitors discover lithographs by the Canadian abstract artist Agnès Martin and black and white abstract ink on canson paper by Rémy Markowitsch.

In the private reception rooms on the fourth floor, the curated collection of artwork continues and here visitors will find sculpted bronze boxes by Peter Marino along with a bronze sculpture by Andrew Lord and a linear painting by American artist Ned Vena.

The new boutique will open its doors with the Spring-Summer 2019 Ready-to-Wear collection, which was presented in Paris in October 2018 on an imaginary beach an idyllic setting complete with azure skies, lapping water and real sand between the models' toes. The seaside proved to be rich material for Karl Lagerfeld who created sophisticated attire, for days and nights spent by the seaside, in a luminous palette of sorbet tones mingled with sunshine yellow, golden sand, tan beige, mother-of-pearl white with navy blue and black. The collection highlights recurrent elements of the CHANEL wardrobe such as denim, leather or white shirts and also reinterprets the touchstones of the House such as the tweed suit and the little black dress.

In the new Seoul flagship boutique, clients can indulge themselves in an unforgettable experience discovering the creations, enjoying extraordinary services, and exploring the essence of the House, representing luxury, elegance and the modernity of CHANEL.