Chloé unveiled a new 386-square-meter, two-story boutique in the lively luxury shopping district of Cheongdam in Seoul. The eye-catching façade, consists of beige marble stones and the maison’s logo in brass is luminous by day and lit-up at night. Bright glass vitrines covering the two floors entice passers-by into the light-filled space, as warm and welcoming as a home.
The first floor entrance ushers clients into the accessories universe where an inviting showcase of handbags lines the walls backed in the beige rose 3D motif or beige marble stones. Small leather goods, sunglasses and jewelries including the Chloé’s signature alphabet charms are also here. Mannequins are dressed in edited selection of ready-to-wear looks.
Upstairs, on the second floor, the full collection is hung up on brass rails and sits alongside footwear in a laidback atmosphere that echoes Chloé’s sense of carefree ease.
Furnishings and décor express the Chloé vocabulary, mirroring the maison’s flagship boutique on avenue Montaigne which contrasts a light femininity with robust architectural details and an aura of raw, mineral materials. Tender curvilinear forms on the ceiling, floor and furniture echo the roundness of the letters in the Chloé logo while a palette of white and powdery beige rose warmed by a touch of mustard and the glow of brushed or polished natural brass which illuminates the space.
Vintage designer furniture on the second floor including a private VIP space completed the boutique’s coziness and conviviality. The space lets clients feel relaxed and try on the collection while staying there.