although copenhagen has traditionally been scandinavia's epicentre of luxury shopping, it's stockholm's retail scene that has gone leaps and bounds in recent years, and it's now rightfully vying for the top spot. a steady economic growth and a higher disposable income have lured more and more luxury brands to these shores, and the latest coveted name to arrive on these shores – instead of setting up shop in the danish capital – is the iconic fashion house of chanel. the location must have had something to with the decision as the french luxury brand managed to secure a 170 sqm. [1,830 sq.ft.] ground floor unit at a landmark building from the 1880s on birger jarlsgatan, stockholm's burgeoning golden mile.
similarly to other boutiques, the interior design codes, defined by new york city-based architect and longtime collaborator peter marino, are inspired by coco chanel's plush private apartment in paris. consequently, the elegant retail space is divided into separate sections, each dedicated to a different product segment and featuring homey seating arrangements. the new chanel store carries the brand's women's ready-to-wear, bags, small leather goods, shoes accessories, watches and fragrances. location: birger jarlsgatan 7 [norrmalm].