CHANEL
Window Display Design
Germany, Belgium, Netherlands
June 2025
Chanel’s 25A campaign evokes the misty atmosphere of West Lake in Hangzhou, reinterpreting Gabrielle Chanel’s beloved Coromandel screens through abstract lacquered panels that blend sky and water in warm pastel shades. A key challenge was achieving a flawless, super high-gloss finish that replicated the depth of traditional Coromandel screens. The material development process involved extensive testing of resin versus varnish coatings; varnish was selected for its cleaner, bubble-free application, avoiding the shrinking and inclusions observed with resin. Artistic "cloud" effects were achieved by layering tinted epoxy before the final sealing. A key technical innovation involved adapting the installation to diverse boutique architectures while maintaining consistent panel sizes. To ensure the abstract landscape visual remained continuous without distortion, a system of variable angles -5° to 15°- was engineered for each window. This allowed identical panel modules to seamlessly fit varying window depths, preserving the immersive "folding screen" aesthetic across all locations.