Case Studies

Chanel

Eyewear shop identity

WORLDWIDE
Eyewear shop identity

EYEWEAR DISPLAY DESIGN REQUIRES SMART SOLUTIONS AND CONSISTENCY WITH THE BRAND IMAGE.

b612 studio coordinates the brand image of Chanel Eyewear throughout its different boutique categories, from shop in shop to flagships and individual retailers worldwide through the development of a dedicated project for eyewear displays in a close collaboration with Chanel Parisian headquarters.

Each installation follows different design rules due to segmentation and local constraints. Global brand consistency and recognizability must be a primary goal for each project.
The minimalist look of the brand requires careful attention to development and use of detail, from the quality of the materials to a balanced composition of fixtures and the realization of architectural attributes.

Eyewear shop identity
Eyewear shop identity

The main goal was to adapt standard Chanel eyewear displays to this special case and also maintain the brand’s classic luxury aesthetic.

The colors chosen for the wall units and counter are the brand’s standard eyewear display design: glossy black, white and satin light-gold.

Different distinctive elements were combined to embody classic Chanel style: large, black and light-gold lacquered wood shelves, thick glass/metal shelves, a minimal frame displaying the visual, the light-gold showcase and small, glossy white boxes.

For the Chanel shop-in-shop eyewear display design at La Rinascente in Rome, b612 studio developed different fixtures based on Chanel’s department store furniture line.

A display fixture was specially designed to adapt to the store’s dedicated space. Along with the wall unit, a counter/table was created to complete the Chanel shop-in-shop area and convey a complete brand experience to customers.

Eyewear shop identity
Eyewear shop identity

Standard wall fixtures were substituted by lacquered wall panels to be positioned in the dedicated “terrazzo” niches.

For the counter, in the final proposal, b612 studio mixed the classic Chanel look and style with the innovative volumes developed by Cochrane Studio exclusively for Selfridges.

b612 studio worked in parallel with both the brand and Cochrane Studio to develop new forms to maintain “that flavor”: the combination of the brand’s classic elements with Selfridges’ massive forms. Luxury materials and finishes led to an impressive and well-balanced installation.

FOR THE CHANEL INSTALLATION AT SELFRIDGES IN LONDON, b612 STUDIO WAS IN CHARGE OF THE DESIGN OF CUSTOM FIXTURES, DIFFERENT FROM STANDARD CHANEL LINES, TO MEET SELFRIDGES’ BRIEF YET SPECIFIC DESIGN REQUIREMENTS.

In addition, for different shop categories, b612 studio creates design manuals.

Each manual starts from the macro characteristics of the composition and design of different fixture categories, and gets to the definition of construction drawings and the technical specifications of each component and material. Thanks to these manuals the brand image of Chanel benefits from a worldwide standard of uniformity, quality and consistency.

behind

the scenes

Project completed per year: ab. 65

Countries: EMEA, NA, APAC, LATAM

Average capacity: 35 sku

inspirations

#Black&White&Gold

Eyewear shop identity

#LacqueredWood

Eyewear shop identity
Eyewear shop identity

#EyewearDisplay

Eyewear shop identity

#LuxuryDetails

Eyewear shop identity