The venerable luxury brand advertises with an ‘ephemeral boutique’ and decorated cable cars.
The skiing resort in the French alps known as Courchevel has hosted to every variety of the rich and famous, from Beyoncé to David Beckham to rich Russians, and its enormous size and unmatched cultural cachet means that it attracts experiments and exhibitions, from art to commerce, for which most other ski resorts simply aren’t considered. Now Chanel is decorating half of the 72 cable cars on the slope with some of Karl Lagerfield’s most famous sketches. The cable car drawings are there advertise Chanel’s Alpine chalet-esque pop-up store on the Esplanade ‘Le Tremplin.’
The shop will carry exclusive items from Chanel’s 2013-2014 Cruise collection, and the ornate window collection – jostling with displays like the Claridge’s Christmas tree (Dolce & Gabbana), the Stella McCartney Christmas lights switch-on in London (Dame Edna), and the Harrods Christmas windows (Mulberry) – will feature items from Chanel Horlogerie‘s Jardin des Camélias and Sous le Signe du Lion collections. The space will feature all kinds of other surprises, and will be open until April 2014. Check out some of the cable car designs below.
Images: Anne Combaz/Chanel