Shanghai’s Plaza 66 is about to become even more glamorous! After a lengthy renovation, Chanel is reopening its iconic boutique, marking a significant milestone in the world of luxury retail.
The new and improved store is a whopping 2,973 square meters, nearly double its previous size. But it’s not just the size that’s impressive. Chanel has transformed this space into a comprehensive ‘Chanel ecosystem,’ offering a one-stop destination for all things Chanel. From fashion and accessories to watches, fine jewelry, and even beauty and fragrances, this boutique has it all.
This location holds a special place in Chanel’s history, as it was the brand’s first foray into the Shanghai market 24 years ago. And now, it’s back with a stunning new look.
But here’s where it gets interesting: during the renovation, Chanel didn’t leave its loyal customers hanging. The boutique operations continued on the fourth floor of Plaza 66, ensuring a seamless shopping experience.
The three-story flagship store, officially opening on Saturday, will showcase Chanel’s ready-to-wear clothing, bags, and shoes, along with a stunning selection of watches and fine jewelry. Bruno Pavlovsky, in an exclusive interview, emphasized that the goal was to create an ultimate Chanel experience, not just a large boutique. And with a significant number of Very Important Clients (VICs) in China, this expansion is a strategic move.
Pavlovsky further explained that the store’s design caters to both high-end and casual shoppers, ensuring a balanced and enjoyable shopping journey. And what a design it is! The renowned architect Peter Marino, a long-time Chanel collaborator, has crafted a space that embodies Chanel’s aesthetic, with polished white panels, graphic black framing, and subtle nods to the brand’s iconic fabric pleats.
The store’s interior offers a private and elegant atmosphere, with a dedicated space for watches and fine jewelry. Here, customers can explore popular collections like Coco Crush and No.5 jewelry, as well as J12 and Première watches. The VIP room, adorned with camellia coromandel dividers and Regency-era mirrors, displays three exclusive patrimoine high jewelry pieces, celebrating Chanel’s connection to cinema.
And it doesn’t stop there. The boutique also features a unique blend of local and international art, including Chinese Fang Vases from the Han Dynasty and a contemporary piece by Bouke de Vries, inspired by the Tang Dynasty. The first floor boasts a grand white stone staircase with golden handrails by Goossens and a captivating sculpture by Jean-Michel Othoniel, creating a visually stunning experience.
The second floor is a feast for the eyes, with three salons showcasing different color themes. The first salon displays Chanel’s Cruise 2026 collection, rich in pastels, while the second salon is a private sanctuary dedicated to the classic Chanel black and white color code. The third salon, featuring a signature ‘Mali’ table by Arnold Armand, leads to a golden tweed-walled elevator tunnel, offering a glamorous selfie spot.
The lower ground floor is a shoe lover’s paradise, with plush carpets and sofas inviting guests to try on the latest footwear from Chanel’s Cruise 2026 and Coco Neige collections. The third floor of the mall is reserved for VIP clients, with Les Salons Privé and the beauty and fragrances boutique, along with the recently opened repair and alteration service, Les Ateliers.
To celebrate this grand reopening, Chanel hosted exclusive dinner parties for its top clients, featuring a performance by Taiwanese singer Jam Hsiao. And the excitement doesn’t end there—Plaza 66 is undergoing a massive expansion to cater to the evolving demands of Chinese shoppers, with completion expected in late 2026.
And this is the part most people miss—the reopening of Chanel’s Plaza 66 boutique is not just a retail event; it’s a testament to the brand’s commitment to its customers and its ability to adapt and innovate in the ever-changing world of luxury fashion. How do you think this expansion will impact the luxury retail landscape in Shanghai?