Ephemeral, evanescent, transient, temporary, whichever word is appropriate to describe the new trend in retail pop-up boutiques. Tommy Hilfiger recently popped up a store in The Meat Packing District of New York City and now Chanel has launched what they refer to as an “ephemeral outpost” in Cannes. The pop-up show will present selections from the Spring-Summer 2011 Ready-to-Wear and elaborately bejeweled Paris-Byzance Collections in conjunction with the International Film Festival.
The 3,300-square-foot interior is a contemporary take on classic Chanel elegance featuring Mies van der Rohe furniture and a fabulous view of the famous Palais de Festival where the Festival de Cannes is held each year. The spirited confines of the store lend an artful bent to the black, white, and gold palette accented with sequined rugs
On display will be an elite selection of pieces worn by loyal Chanel patrons such as Keira Knightley, Michelle Williams, and Penelope Cruz. The chic boutique will offer an area devoted to signature perfumes, a make-up bar with shades created by Peter Philips for the Paris-Byzance collection, a nail-service bar, and live exhibitions while shoppers admire the goods.
Another Chanel éphérmère boutique will also make a fleeting appearance in Saint Tropez within the Hôtel La Mistralée and will be open until the beginning of October.
The Cannes Ephemeral Boutique opened on May 7 and will stay open through to May 22 from 10 a.m. to 7 p.m. Address: 6, Boulevard de la Croisette, 06400 Cannes, France.