Chanel opens its first Atelier Beauté in NY
Walking into the Atelier Beauté Chanel is like entering the most chic, sleek vanity you’ve ever seen. The stunning space is a veritable beauty playground where you can experiment with the gorgeous makeup, cutting-edge skincare, and delectable fragrances. In other words, the very first Atelier Beauté Chanel is bringing beauty fantasies to life in New York City. The first-of-its kind space and concept store is opening in the heart of SoHo in Manhattan at 120.5 Wooster Street on January 25. The permanent workshop encourages guests to discover and play with the line’s beauty offerings in an open studio either on their own or lead by an expert. They can also book a full service with one of Chanel’s Artists-in-Residence.
It’s immediately evident that this is no ordinary beauty boutique, but rather a beauty experience. When guests enter Atelier Beauté Chanel, they place their personal belongings in a locker—each one is named after an icon of the legendary house, including Grasse, 1932, and Jasmine, with a fun fact about the name on the locker. Forget shopping carts or carrying your items around—before entering the space, visitors create an online profile on their phone to help them keep track of the items they tried and liked, which they can also use to book an appointment in the future.
To mimic how we experiment with beauty at home, the atelier is divided into individual spaces that follow how we apply products. First is Cleanse, a station with a range of Chanel cleansing products where people can wash their hands and face to get a clean slate to test products.
Next is Care, with a range skincare products on offer to moisturize and treat skin, followed by Skin Enhancers, which includes base products like foundation and concealer. Face Definers offers highlighters, bronzers and tints; Eye Definers has liners, mascaras, brow products and shadows; Lip Colour offers the legendary range from mattes to high shine, nudes to reds. Its lip bar is a thing of beauty—bite-sized personal samples are stylishly arranged for testing to help you find your perfect match.
The Atelier Parfum is a temple dedicated to fragrance. Visitors blindly sniff experience all the Chanel fragrances, which are beautifully displayed under white camellias—to discover their new signature scent. The clever blind testing means you might be surprised by your choices.
Atelier Beauté Chanel is all about personalization, so to ensure you’re getting the best products for your skin type, there are two Skin Services offered at the atelier. The first is “Complete Your Routine”, which is designed for those who already have a skincare routine, and the second is “Create Your Routine”, for those looking for a full new regimen. Both include samples to take home—three and five, respectively—plus a guide on when to use each product, with instructions.
The Skin Services begin with a conversation about your current skincare routine, and as the expert learns about your lifestyle, skin type, needs and concerns, they build a customized regimen. Even better, an appointment isn’t required for the service, and the price of each one goes toward any full-size foundation or skincare product on Chanel.com.
Chanel also offers Makeup Service at the atelier, which can be booked in advance or accepted via walk-in. Before appointments, guests fill out questionnaires to ensure that the atelier Artists-in-Residence deliver exactly what they are looking for.
Finally, play influencer and experiment with Chanel’s most popular beauty products in the Coco Lab. With the fun accents and beauty accessories, the space was created to get the perfect selfie or flatlay. Workshops by beauty industry leaders will be held there as well.