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Chanel’s Exquisite New Jewelry Store Is Modeled on Coco’s Very Own Paris Apartment

a building with a large window
Chanel’s New Store Is a Jewelry-Lover’s Fantasy Copyright CHANEL

Did someone say “Gilded Age”? This week saw the opening of the first standalone store in the U.S. dedicated to Chanel watches and fine jewelry. Located at 730 Fifth Avenue in New York City, the space was designed by ELLE DECOR A-List Titan Peter Marino in celebration of the maison’s savoir-faire, not to mention its dazzling creations. But it is also an homage to Gabrielle “Coco” Chanel herself, from references to her lucky number five to cues from her legendary Paris residence at 31 Rue Cambon.

a large room with a table and a chandelier
The new Chanel store on Fifth Avenue is the first in the U.S. to be dedicated to jewelry and watches. The interiors, by Peter Marino, were inspired by the house’s historic workshop and retail space on the Place Vendôme, in Paris.Copyright CHANEL

The two-story boutique is situated inside the historic Crown Building, a French Renaissance Revival–style skyscraper built in 1921 (fittingly, the same year Chanel No. 5 debuted). The remarkable storefront features honed and grooved black granite, while the interiors are awash in a striking palette of gold and black, enhanced by touches of rock crystal—a favorite material of Gabrielle’s, executed here by the historic firm and longtime Chanel collaborator Goossens.

a glass display case with a gold statue in front of a staircase
A staircase leading to the mezzanine floor features custom balustrades crafted from 24-karat gold framed plates of rock crystal by Goossens.Copyright CHANEL

Marino worked with Chanel to curate an exceptional collection of contemporary and fine art. Works on display include pieces by the late André Dubreuil and the Iranian-American painter Y.Z. Kami. Antiques and custom furniture and lighting enhance the atmosphere throughout the store, which includes a grand gallery room, four dedicated fine-jewelry salons (two of which feature hand-painted coromandel-style lacquer walls, a nod to the screens in Chanel’s 31 Rue Cambon apartment), and a watch salon.

a living room with a couch and chairs
A private jewelry salon features Tang Dynasty ceramic camels and “Tweed” lamps by Delos & Ubiedo.Copyright CHANEL

While clients may come for the gilded walls, they will surely stay for the treasures within. Displayed alongside the high and fine jewelry, watches, and Haute Horlogerie line will be pieces from the house’s iconic collections—such as the J12, Première, Coco Crush, Camélia, and N°5. A custom engraving service for rings from the Coco Crush collection will be available exclusively in New York.

a dining room with a table and chairs
The store’s interiors echo the look of Gabrielle Chanel’s apartment at 31 Rue Cambon, in Paris. One of the fine-jewelry salons features a contemporary ebonized wood writing desk.Copyright CHANEL

A destination in its own right, the new Chanel flagship brings the joie de vivre of Paris to the city that never sleeps—and this is certainly one gorgeous space you won’t want to sleep on.

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