CHANEL’s first watch and fine jewelry flagship store in the United States is located on Fifth Avenue in New York City. The flagship store spans two floors, with renowned New York architect Peter Marino overseeing the architecture and interior design in close collaboration with CHANEL. The new store is like a golden jewelry box on Fifth Avenue, but more importantly, it pays tribute to Gabrielle Chanel, her lucky number 5, her passion for art and decorative crafts, and her residence at 31 Rue Cambon in Paris.
The flagship store is located in the historic Crown Building, completed in 1921, designed in the prevalent architectural style of the Art Deco movement of that era. The new store’s exterior is made up of polished and textured black granite, iron, and glass curtain walls, with intricate bronze screens visible behind the glass curtain walls. The interior design of the flagship store echoes the charm of 31 Rue Cambon, with gold and black as the main colors, accented with white crystal favored by Gabrielle Chanel, and featuring contemporary art, fine art, antiques, custom-made furniture, and lighting.
To celebrate the opening of the flagship store on Fifth Avenue, Patrice Leguéreau, Director of High Jewelry Creation Studio, conceived an exclusive “Eternal N°5” high jewelry collection, consisting of a diamond necklace and earrings that can be worn in different ways, available exclusively at the new flagship store. The platinum earrings and necklace are adorned with a platinum-set diamond “5” and emerald-cut diamonds, with shadows reminiscent of the shape of the N°5 perfume bottle stopper. The design of the N°5 perfume bottle stopper was introduced in 1921, with its shape subtly echoing that of 18 Place Vendôme. The emerald-cut diamonds on the necklace and earrings can be detached and worn on a ring. The Lion Solaire de CHANEL high jewelry collection is also previewed exclusively at the new flagship store. Inspired by Gabrielle Chanel’s zodiac sign – Leo, the lion motif appears in white gold diamond-set necklaces, earrings, and ring styles. In addition, CHANEL showcases the 55.55 diamond necklace from the Paris Patrimoine Museum’s collection in the store to mark the opening of the new store. In 2021, to commemorate the 100th anniversary of the birth of the N°5 perfume, CHANEL created a unique 55.55 diamond necklace, featuring a specially cut 55.55-carat flawless Type IIa D-color diamond, accompanied by sparkling diamonds, forming the shape of the N°5 perfume bottle, celebrating the fashion legend of N°5 perfume and CHANEL.
