As I walked down Fifth Avenue, I was surrounded by the hustle and bustle that I expect from one of New York’s most famous streets.
Home to many luxury stores like Bergdorf Goodman and Tiffany & Co., the avenue is constantly flooded with shoppers from all over, and the day I went to check out one of its newest additions was no different.
My destination was Chanel’s flagship watch and fine jewelry store, dedicated to the brand’s exclusive, vintage jewelry. According to Robb Report, this is only the fourth Chanel store in the world of its type, and famous architect Peter Marino designed the boutique.
Chanel celebrated its grand opening with a prestigious event in February, joining other luxury brands like Saint Laurent and Kering, Gucci’s parent company, in investing in physical retail spaces for a high-end clientele.
I wanted to see what the store was like without all the glitz and glamor of celebrities, so I took advantage of a free Monday to go to the store.
The exterior had a luxurious appearance. Samantha Grindell/Business Insider
The two-story boutique was hard to miss thanks to its asymmetrical checkerboard look of textured black and gold panels in massive windows. The jewelry sat on busts in the lower corner under a gold Chanel sign.
The store looked luxurious, even from a distance, and I couldn’t wait to go inside after spotting it.
A close-up of the window. Gilbert Carrasquillo/GC Images/Getty Images
Stepping inside was like being transported to another world
When I entered the store, the sounds of tourist chatter and car horns immediately disappeared. Two doormen lingered near the entrance while several other employees waited nearby to help shoppers. An employee immediately welcomed me inside while I took in my surroundings, and when I asked for a tour, he seemed more than happy to help me.
The store was mostly empty as I walked through it, with only a few shoppers milling about and another sitting with an employee discussing watch options. I got the impression that most people came to the store with an appointment set, although the workers I interacted with were welcoming even though I didn’t have one.
The exterior color scheme continued inside, with black floors, gold walls, and carpets mixing the two colors. The ceilings were high, adding to its spacious feel which contrasted with the stores I usually frequent in New York.
Anna Weyant and Eileen Kelly at the opening of the Chanel watch and jewelry boutique in February 2024. Sean Zanni/WireImage/Getty Images
Between the gold details and sparkling chandeliers, I felt like I had walked into a bottle of Chanel No. 5 while wandering through the store. Every inch of the place seemed to sparkle.
The store’s distinctive scent helped create the illusion of a bottle of perfume, which an employee told me was unique to the store and could not be purchased, adding to the exclusivity the store exuded. ‘space.
Marino told The Hollywood Reporter that texture and luxury were crucial to the store’s aesthetic.
“Everything is tactile, golden and special; even the rugs are three-dimensional, a blend of silk and wool, while the texture of the stucco on the walls was made by people’s hands – including mine, you know. find it in the elevator.” he told the outlet.
Marino also took inspiration from Coco Chanel’s interior design aesthetic for the store’s design, which mixes the simplicity of black-and-white decor with “ornate Venetian mirrors,” he told the Hollywood Reporter.
The store exuded luxury
As an employee showed me around, my eyes were drawn to the jewelry displayed in freestanding display cases and glass display cases built into the walls of the store’s first floor, divided into three spacious rooms.
Of the three rooms on the ground floor, one contained watches, one of the more accessible pieces from Chanel’s jewelry line, and the third held rarer pieces from her collection. Employees were waiting to help shoppers in each room, and they all greeted me friendly as I walked past them.
Amandla Stenberg at the opening of Chanel watches and jewelry in February 2024. Sean Zanni/WireImage/Getty Images
The space felt more like a cozy gallery than a store. Bottles of Chanel No. 5 were on display alongside jewelry, some of which was not for sale. According to W Magazine, several historic Chanel pieces are currently on display in the boutique, such as the 55.55 necklace. I remembered the hours spent in museums displaying priceless works of art as I took them all in.
The second floor featured private VIP rooms where buyers could meet Chanel staff for more intimate appointments. They were just as luxurious as the first floor, with built-in TV screens for remote meetings and luxurious furniture.
As I turned to head back downstairs, a group of guests were settling into one of the rooms with an employee, looking at ease in the luxurious space. I wasn’t sure if they were used to being in high-end stores or if the staff was just making them feel comfortable, but I could see it was true because the space felt both luxurious and welcoming .
Chanel’s careful curation of her new space — from the personalized fragrance and attentive staff to the shades of gold bathing the property — made it comfortable and welcoming. Visiting the Chanel watch and fine jewelry boutique is an experience you simply cannot have online.
So if you’re planning on heading down Fifth Avenue anytime soon, it’s worth a trip to Chanel just for the look of the store.
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