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Chanel opens first standalone shoe store in Hawaii

Chanel opens first standalone shoe store in Hawaii

Chanel has unveiled a new shoe-only concept store in Hawaii.

As part of a revamp of three of its boutiques in the U.S., including two in Honolulu's Ala Moana Center, the French fashion house has dedicated a 1,100-square-foot space dedicated entirely to shoes.

Architect Peter Marino overhauled the boutique, which previously housed the watch and fine jewellery collections, to create the new concept for the brand. The luxurious shoe store is outfitted with white textured club chairs, a silk sofa and blue ottomans, with a standout custom 24-karat gold leaf display wall and most importantly, a complete shoe collection.

“This is our first stand-alone shoe boutique so we’re seeing how this will work for us,” Joyce Green, Chanel’s executive vice president of fashion told WWD. “Shoes are a very important piece of our fashion business so it’s a great link to ready to wear and to recruiting a new client.”

The unusual location is no accident either. The first Chanel boutique in the U.S. opened in Waikiki in 1983, and the Honolulu store attracts a great number of Japanese tourists.

Marino, who designs all Chanel stores, also revamped a second store in the mall, 6,400 square-feet of retail space, taking inspiration from the tropical location and its local culture with a colour palette of pinks, purple and greens which contrasts with Chanel's classic monochrome decor.

He included Venetian plasters by local artisans, a sculptural raindrop mirror by Curtis Jeré and artwork from Shelter Serra and Peter Dayton.

Both stores opened in early November (16), just in time to take delivery of the 2017 Cuba-inspired cruise collection.

The third store to get a makeover is at The Mall at Short Hills, New Jersey, where Chanel moved to a new space within the complex and doubled the size of its previous store. It will also stock ready-to-wear for the first time.

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