When Chanel opened the primary stateside Atelier Beauté Chanel in New York Metropolis, searching for magnificence once more was by no means the identical. Basically a hanging playground for make-up, skincare and perfume, it’s all about discovery. For instance, discovering a brand new scent turned a customized olfactory journey within the Atelier Parfum, the place visitors blindly sniff all of the Chanel fragrances and study their histories to pick a brand new fragrance. Now the experiences on the gorgeous idea retailer gained’t simply be restricted to Manhattan, because the second Atelier Beauté Chanel is coming to Austin simply in time for SXSW with a restricted pop-up for six weeks.
“It’s actually a brand new expression of the flagship in New York—devoted to magnificence discovery, creation and group,” says Head of Improvements and Lengthy Time period Growth at Chanel, Christine Dagousset. “The Atelier Parfum and Lip Bar, that are a number of the most beloved experiences, will make their strategy to Austin!”
Open to the general public from March 11 by means of April 24, there might be a number of occasions hosted each week all through the length of the pop-up. Opening weekend might be kicked off with appearances by Chanel Movie star Make-up Artist Tasha Reiko Brown and Chanel Forehead Artist Jimena Garcia, who might be providing free make-up and forehead consultations, respectively. “I’m additionally excited concerning the membership program we’re launching that can give limitless entry to Grasp Lessons and embody some unique occasions,” Dagousset says. “The Atelier is a one-of-a-kind magnificence playground for studying and fascinating with a group. It actually permits purchasers to experiment with the vary of Chanel make-up, skincare and fragrances on their very own or with our specialists. We even have a number of the greatest know-how to supply a seamless expertise to our visitors.”
Since Chanel is understood for its know-how and revolutionary consumer experiences, the Atelier Beauté Chanel enhances the SXSW viewers. “Austin has all the time been a really dynamic metropolis however has just lately seen an inflow of exercise with its main tech growth, attracting individuals from all around the US,” Dagousset says. “As for SXSW, it brings collectively a world crowd of inventive thought leaders, round innovation in tech, movie, music, training and tradition—and we felt it was the suitable viewers to have a good time the opening of the Atelier Beaute Chanel in Austin. Chanel is the final word home of luxurious, main in distinctive human and tech-enabled magnificence experiences that encourage the identical tech-savvy, curious and open viewers who’re drawn to Austin and to the SXSW pageant particularly.”
Much like the New York location, every visitor can have a self-guided expertise, with the Atelier’s app enjoying a key function. Guests can use the app on their smartphones to maintain monitor of their favourite merchandise and study extra about them with detailed data. The app may also be used to guide companies, RSVP to occasions, and make purchases anytime and have their alternatives delivered to their dwelling.
Nevertheless, don’t count on the Austin location to be a carbon copy of the New York locale. “General, there are extra workshop model stations for visitors to experiment with merchandise and we’ve created a service bar to host classes and functions,” Dagousset says. “We can even be introducing some very thrilling new experiences which I can not share but.”
The Atelier Beauté Chanel pop-Up might be situated in Music Lane, a cultural vacation spot alongside Austin’s South Congress Avenue. The Atelier’s neon signal leads visitors right into a courtyard, the place many occasions and experiences might be held. “Music Lane was a simple choice,” Dagousset says. “It’s full of historic landmarks, nice eating places and is all the time full of vitality and buzz. Finally, it’s the premier buying vacation spot in Austin.”