Luxury Brands Set Up Summer Homes in St. Tropez

June 28, 2010 • Fashion

Louis Vuitton's temporary store in an 18th-century house in St. Tropez

Its becoming clear what this year's most decadent destination is as three luxury industry titans have recently set up shop in St. Tropez. Nestled in the scenic antiquity of the French Riviera, St. Tropez is quickly gaining momentum as the jet-setting capital du jour since where these labels go, many will surely follow.

Chanel first shone the spotlight on the fab little town by holding its cruise collection on the Riviera
town’s picturesque port. Then last week, Chanel opened a temporary store
in one of the town's 18th-century houses,
not far from Place des Lices — site of an
open-air market and pétanque games. Chanel's 1,300 square feet of
selling space boasts an ephemeral decor in black, white, beige and red,
(a nod to the dark lacquer Chinese screens in founder Gabrielle Chanel’s
Rue Cambon apartment
), and will offer ready-to-wear,
shoes and leather goods, starting with the pre-fall “métiers d’art”
collection Karl Lagerfeld showed last December in Shanghai, as well as
Chanel’s Premieres and J12 watch ranges. The store will stay open through the summer season, closing on October 3.

Chanel’s temporary St. Tropez store is in an 18th-century house

Louis Vuitton has also been bitten by the St. Tropez bug and has doubled the size
of its Saint-Tropez store on Rue Sibilli, unveiling its new “villa”
concept last week
.The store now features an inner garden filled
with Mediterranean plants and paved with Provençal briquettes to channel
the resort location’s legendary laid-back glamor, first made famous in
the Fifties and Sixties by Brigitte Bardot. The shop features luggage, leather
goods, men’s wear, shoes and resort clothing. The other latest development is that the two-story unit is also now decorated with drawings by Paris graffiti
artist and nightclub impresario André Saraiva.

Lanvin ad campaign for fall 2010

And finally, Lanvin has opened its first pop-up store ever, in St. Tropez, a 540-square-foot unit at 30 Rue Francois Sibilli. “We
are testing the market,” said Thierry Andretta, Lanvin’s executive vice
president, noting the retail space offers the brand’s women’s fall
collection, including accessories.“Ladies really want to buy as soon
as they find something new.” Lanvin’s temporary location will feature a
whimsical decor bearing the signature handwriting of artistic
director Alber Elbaz. Stickers of his fashion illustrations will adorn
walls, with angel drawings on the ceiling. Furniture will be covered in
floral prints from the ready-to-wear collection. Lanvin also plans to launch a new-look Web site next month which will be
updated almost daily with information regarding products, store events
and the like. “It will be a really dynamic way to communicate what’s
happening at Lanvin to a worldwide audience,” Andretta said. The Lanvin pop up shop is also set to stay open until October.

Article and Photo Source: WWD
-Alia Rajput

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