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Chanel Brings Coco Beach to Shanghai With First Pop-up

WWD·Denni Hu·6 months ago
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Matthieu Blazy ‘s first Coco Beach collection has landed in Shanghai , taking residence at a leafy Spanish-style mansion that recalls La Pausa Villa, Coco Chanel ‘s Mediterranean home.

The pop-up format, a first for Chanel ‘s latest annual summer collection, envisions a “summer interlude” in the heart of downtown Shanghai, namely the Hengshan-Fuxing historic area that’s quickly morphing into a hip retail hub, home to brands such as Lemaire and Longchamp.

The three-story villa, which was previously a Louis Vuitton pop-up store, draws design inspiration from the countryside and black-sand landscapes, with walls covered by surreal skies and colorful corals that take visitors under the sea without getting wet.

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Inside the pop-up.…

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