On Chanel’s Covent Garden beauty pop-up and the Disneyfication of luxury retail
Latest in the rebranding of Covent Garden is Chanel’s new standalone beauty pop-up, a make-up mecca that will be in situ between now and the end of the year. It’s the first of its kind for Chanel in Europe and suggests they’re trialling the concept for a more permanent set-up. Why Covent Garden? “It’s a light-hearted, fun destination,” I was told, although being positioned slap bang at the entrance of the Piazza and also along the same drag as Apple, Burberry Brit, Rugby Ralph Lauren and Opening Ceremony on King Street (AKA, London’s new shopping destination) sounds much more strategic than that. (more…)
