When Chanel opened the first stateside Atelier Beauté Chanel in New York City, shopping for beauty again was never the same. Essentially a striking playground for makeup, skincare and fragrance, it’s all about discovery. For example, finding a new scent became a personalized olfactory adventure in the Atelier Parfum, where guests blindly sniff all the Chanel fragrances and learn their histories to select a new perfume. Now the experiences at the stunning concept store won’t just be limited to Manhattan, as the second Atelier Beauté Chanel is coming to Austin just in time for SXSW with a limited pop-up for six weeks.
“It’s really a new expression of the flagship in New York—dedicated to beauty discovery, creation and community,” says Head of Innovations and Long Term Development at Chanel, Christine Dagousset. “The Atelier Parfum and Lip Bar, which are some of the most loved experiences, will make their way to Austin!”
Open to the public from March 11 through April 24, there will be multiple events hosted every week throughout the duration of the pop-up. Opening weekend will be kicked off with appearances by Chanel Celebrity Makeup Artist Tasha Reiko Brown and Chanel Brow Artist Jimena Garcia, who will be offering free makeup and brow consultations, respectively. “I’m also excited about the membership program we are launching that will give unlimited access to Master Classes and include some exclusive events,” Dagousset says. “The Atelier is a one-of-a-kind beauty playground for learning and engaging with a community. It really allows clients to experiment with the range of Chanel makeup, skincare and fragrances on their own or with our experts. We also have some of the best technology to offer a seamless experience to our guests.”
Since Chanel is known for its technology and innovative client experiences, the Atelier Beauté Chanel complements the SXSW audience. “Austin has always been a very dynamic city but has recently seen an influx of activity with its major tech boom, attracting people from all over the US,” Dagousset says. “As for SXSW, it brings together an international crowd of creative thought leaders, around innovation in tech, film, music, education and culture—and we felt it was the right audience to celebrate the opening of the Atelier Beaute Chanel in Austin. Chanel is the ultimate house of luxury, leading in exceptional human and tech-enabled beauty experiences that inspire the same tech-savvy, curious and open audience who are drawn to Austin and to the SXSW festival in particular.”
Similar to the New York location, each guest can have a self-guided experience, with the Atelier’s app playing a key role. Visitors can use the app on their smartphones to keep track of their favorite products and learn more about them with detailed information. The app can also be used to book services, RSVP to events, and make purchases anytime and have their selections delivered to their home.
However, don’t expect the Austin location to be a carbon copy of the New York locale. “Overall, there are more workshop style stations for guests to experiment with products and we’ve created a service bar to host lessons and applications,” Dagousset says. “We will also be introducing some very exciting new experiences which I cannot share yet.”
The Atelier Beauté Chanel pop-Up will be located in Music Lane, a cultural destination along Austin’s South Congress Avenue. The Atelier’s neon sign leads guests into a courtyard, where many events and experiences will be held. “Music Lane was an easy decision,” Dagousset says. “It’s filled with historical landmarks, great restaurants and is always filled with energy and buzz. Ultimately, it is the premier shopping destination in Austin.”