Chanel opened the new Atelier Beauté Chanel at 120.5 Wooster Street in Soho in Manhattan on January 25. The space, which features an array of stations and counters, is a sanctuary for skin-care and makeup fans to experiment with the brand’s exclusive products.
The store is divided into different areas, which represent each stage in the beauty process: Cleanse, Care, Skin Enhancers, Face Definers, Eye Definers, Lip Color, Skin Service, Atelier Parfum, Private Vanities and Coco Lab.
The difference between an atelier and a shop is that customers are encouraged to experiment. At the entrance, guests are given a Chanel-branded locker to store personal items and are asked to create an online account to save and purchase favorite items. The space also includes a row of sinks for guests to prep before experimenting with the skin-care and makeup products.
In the makeup department, guests will find a variety of candy-color lipsticks that are cut into single-use sizers and kept in sanitary cubes, so guests don’t have to share tubes. There is also a vast selection of eyeshadows that guests can apply on their own or with the help of one of the many makeup artists on site.
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Are 176 shades of Chanel lipstick enough? Afternoon well spent at Chanel’s new beauty wonderland, “Atelier Beauté Chanel”, a massive branded space where you can play with all products in a luxe - yet approachable - way. A great physical brand experience. Opens today💄💋 #mrsbranding #atelierbeautéchanel #newyork #soho #brandexperience #brandretail #chanelmakeup #cocochanel #luxurybranding #brandstrategy #retailexperience #chanelbeauty
In addition, guests can sample the immense collection of Chanel fragrances at a no-spray perfume bar, which features porcelain testers labeled with numbers rather than names. Experts are also on hand for consultations or to help guests master contouring and other makeup skills.
Makeup lessons are available for $70 to $95 and include a skin trial kit and a 15-minute follow-up consultation, which can be arranged in person or by phone. Makeup application is also available for $75 to $100. A happy hour on Thursdays, Fridays and Saturdays includes highlighting one feature, for example cat eye or contour, and comes with a glass of champagne for $30.
The space has been lit for guests to take selfies and includes a “content creation” room with several flat-lay options and Instagram-ready lighting. Chanel will host several workshops and consulations with beauty experts in the next few months. The fashion house’s recent Le Rouge pop-up featured exclusive products like a $30,000 crystal perfume, so expect similar surprises at Atelier Beauté Chanel.