Ever wondered what it would be like to live inside a brand? If you could pick any brand why not the ultimate brand (in my opinion) CHANEL – well of course if any store could make this happen it would of course be Harrods…
Yesterday I took a walk through ‘The world of CHANEL’ in Harrods. It is a takeover of such immense scale it is amazing how it has been so cleverly kept secret until now.
Even from the walk along Brompton road you get a sense of what lays ahead as the Harrods flags have turned monochrome with just CHANEL fluttering away along the iconic building’s length, all it’s 23 windows along the stores front have been utterly transformed into Karl’s AW ready to wear catwalk show, suddenly walking along the pavement you can be front row of the ultimate fashion show. Take in the fantasy ethereal forest dream – where animals meet haute couture! I wasn’t even inside yet and it had taken my breath away!
Entering through Door 6 and into the stores Colour Hall (formerly the Lifestyle room) I discover a new pop up neighbour for MAC a PINK, yes you read correctly, CHANEL beauty boutique offers itself like a grown up sweetie shop – that you just have to discover! From giant 900ml bottles of No5, which yes you can buy money permitting, to a gorgeous EXCLUSIVE Collection created by the master, Peter Philips – Creative Director of CHANEL Makeup just for this installation and named ‘The Harrods Collection’ the star of the collection, none other than a pretty pink powder blush compact ‘Brompton Road‘ for £46, this is a great way to own a little limited edition piece of this fantastic take over.
But if that is not all, the space plays host to a whole 3 weeks of celebrity makeover events, I was lucky to spot Mary Greenwell and Sophy Robson who were giving expert makeovers and manicures respectively using the CHANEL new AW collection. Once made over I could not resist indulging in some CHANEL photobooth fun (not only is there an in-built wind machine, so you can create that hollywood glamour pose, but the miraculous booth even airbrushes you so your photos arrive picture perfect in a lovely CHANEL folder) now if only all my passport photo posing experiences where that good!!
A stroll along the ground floor and suddenly I feel and see tweed underfoot and I know I have entered something special. If like me you have ever felt a bit too intimidated to enter a CHANEL boutique now is your chance to experience the absolute wonder and awe of it. Another pop up boutique this one on a grand scale for the Ready to Wear Collection, Handbags, Accessories and Les Exclusif CHANEL fragrances. It is a little CHANEL curiosity shop – there is no other explanation for the dream you will feel you have entered. You will indulge your eyes in some of the ultimate visual merchandising you will ever witness as well as being able to touch, see and feel iconic CHANEL products. As well as some EXCLUSIVE products that you may recognise….
The iconic Harrods tote has been pimped up CHANEL stylee with a uber luxe chain, golden CHANEL logo and quilting effect. CHANEL’s biker boots have been given a wash with Harrods green as well as their classic overnight holdall. For those with slightly more disposable income there are also limited edition Classic handbags too!
The pure attention to every detail is brought to your attention at every turn, and no more so as you take in the mural wall and ceiling hand drawn in chalk to create a CHANEL forest backdrop to the latest AW fashion pieces.
With my eyes already starry and feeling like I am in the best luxe dream I went further into the world of CHANEL….. up another 2 floors to the 3rd Floor in Harrods, past illustrated maps of the world, to the entrance to ‘Une Promenade’ the most stellar installation and creation of a brand yet.
Through a wall of pearls you disappear and enter another world (I can only imagine that this is what stepping through those fur coats in Narnia would have been like – had it been real) but thanks to Karl & the CHANEL team sometimes fiction and dreams obviously do come true!
You move through the promenade with a CHANEL guide or alone if you prefer, through the making of 2.55 handbag – watching a multitude of screens as the Ateliers work their magic to create the dream handbag for girls worldwide.
My favourite room has to be Karl’s CHANEL doll house, hosting CHANEL Bearbricks – which if you follow the cult of Bearbrick life you will instantly want to own but alas they are not for sale! They stand over Harrods bears in their hand-made CHANEL suits (and boots) and you just wish that Karl Lagerfeld had designed your childhood bedroom.
Then onwards to Gabrielle’s apartment, featuring printed Coromandel screen walls, Haute Couture dresses, replica furniture from Gabrielle’s original apartment – you can feel like you are in 31, rue Cambon, PARIS.
No CHANEL world is complete until you see and even feel a bit of TWEED, and this world does not disappoint – enter the 54 room (named for 1954 – the year of Gabrielle’s return post war and the entrance of the tweed CHANEL jacket) stand and take in the hand drawn jacket designs on floor to ceiling scale on none other than tweed canvas by Karl himself. I never in a million years thought I would come face to face and touch one of his hand drawn designs.
A CHANEL world also naturally must pay homage to the world’s most iconic fragrance – that of course is none other than No5. A fragrance that is a brand in itself, step inside Andy Warhol’s famous prints of the mystery bottle. Watch the No5 films played on none other an immense No5 bottle.
Why not enter the world of CHANEL at Harrods too… explore from 5 – 24 September at Harrods, Brompton Road, London. I think I need to go again just to check I have not dreamt it!