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An “ephemeral boutique” for Chanel


Ephemeral… short-lived, transient, momentary.

Recently we linked to a US video interview with Melissa Gonzales (Lion’esque Group), in which she mentioned a pop-up coming soon to Aspen, Colorado. And sure enough… last week global brand Chanel opened its first US pop-up there, out on the high plains. The Chanel concept had a bit of a difference – not only in their Wild West-inspired collection but also with the name ! The French fashion house brought their latest Métiers d’Art Paris-Dallas collection together in a swanky cowboy and native-American inspired installation… and called it an “ephemeral boutique”.

The term “pop up” just didn’t seem to sit well with the elegant House of Chanel… and so they re-imagined their store as “ephemeral”… which is actually quite a nice interpretation of the classic pop up definition… short-lived, transient, fleeting, brief, momentary, temporary…

Did I just use “Chanel”, “classic” and “pop up” (twice) in the same sentence ? Oh la la !


Featured image : Chanel, Aspen Colorado

Chanel Aspen Colorado



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