CHANEL
Window Display Design
Germany, Belgium, Netherlands
October 2024
Chanel’s 24K “Deauville” campaign focused on the precise use of textured raffia to evoke a refined seaside mood. Ensuring consistent color across silver-painted raffia panels was a key challenge; testing showed that any change in paint direction created visible tonal shifts, requiring a strictly controlled, single-direction application during production. Achieving a seamless look where raffia sheets met was equally complex. Since the material came in 120 cm widths, each sheet had to be cut with exceptional precision, aligning one edge along a vertical fiber line and trimming the next horizontally at the exact point. This prevented visible joins and allowed the texture to flow continuously. The role also included validating raffia references and refining installation techniques to ensure crisp edges and gap-free alignment on the walls. Together, these technical solutions ensured that the delicate material maintained a high-quality, uniform finish across diverse boutique environments.