Chloe Celebrates new flagship store in Paris

On 23 January, renowned French house Chloe celebrated the opening of its new flagship store in Paris. Situated on 253 rue Saint Honore, the evening of the launch presented innovative activities such as a treasure hunt where guests were invited to open several surprise boxes placed around the boutique. The 5000 square foot store, designed by architect Joseph Dirand, was lit with stunning kaleidoscope images while hot chocolate was served accompanied by roasted chestnuts and marshmallows – the aim was to create a special ambiance to make attendees feel as if they were in a Chloe apartment – “La Maison Chloe.” Found through the stores easy going yet elegant ambiance, Dirand worked with the brand’s creative director, Clare Waight Keller to create a design inspired by the cool, laidback sensibility and style of the seventies. Another special part of the launch was the celebration of Chloe’s limited-edition “Alice” handbag produced in 30 numbered and engraved pieces.