Chanel’s First Bespoke Ephemeral Boutique Finally Comes to Thailand

With the original Chanel boutique currently under renovation, the first Chanel stand-alone ephemeral boutique has finally arrived at Siam Paragon, Bangkok. Here’s all you need to know about it. 

So what’s new about this new Chanel boutique?

It’s the first stand-alone bespoke store where Chanel fans can check out highlights from Virginie Viard’s vibrant SS21 collection. This ephemeral boutique is a 600-square-metre space decked in the maison’s iconic palette—and Coco Chanel’s favourite hues of black, white and beige. 

Inside, niches and black suspended cabinets neatly frame the items on display. Think of it as one spacious closet with wooden Versailles parquet flooring set against minimal but bold graphics. An avid fan of Chanel will also notice the décor’s subtle nod to the SS21 show presented at Paris’ Grand Palais last October. 

Chanel’s ephemeral boutique houses creations ranging from ready-to-wear, accessories, shoes and handbags. A selection of watches and fine jewellery are also available, including the ‘Toi et Moi’ novelties from the Coco Crush Fine Jewellery collection. Though the classic Chanel palette of signature black and ecru remains present, the SS21 collection at the store is just suitable for summer. Think light-weight tweed suits, airy fabrics and fluid tunics in sweet, vibrant shades designed for an optimistic summer. 

For those looking specifically for handbags and small leather goods, the second Chanel pop-up on the M floor will not disappoint. This rounded, see-through space offers a great selection of seasonal bags, ranging from the colourful 11.12 handbags and the Chanel 19 in bright and light pink.

Check out Chanel’s ephemeral boutique on the 1st floor of Siam Paragon.