Matthieu Blazy has made a stunning debut with the first Coco Beach collection, which has recently arrived in Shanghai. This unique pop-up takes place in a picturesque Spanish-style mansion, evocative of La Pausa Villa, the charming Mediterranean retreat of Coco Chanel herself.
The pop-up format marks a novel approach for Chanel’s annual summer collection, designed to offer a refreshing “summer interlude” right in the bustling downtown of Shanghai. Nestled in the historical Hengshan-Fuxing area, this location is rapidly becoming a trendy retail destination, joining the ranks of renowned brands like Lemaire and Longchamp.
This stylish three-story villa, formerly housing a Louis Vuitton pop-up, draws inspiration from the serene countryside and striking black-sand beaches. Its walls are adorned with surrealistic depictions of sky and ocean life, immersing visitors in an underwater paradise without ever getting wet.
The playful essence of Blazy’s collection is visible through whimsical visual motifs, including crabs, starfish, seahorses, and a clownfish. These charming characters have influenced an array of products, such as raffia flap bags, bag charms, and other small leather goods that capture the collection’s vibrant and playful spirit.
Among the exclusive items available at this Shanghai pop-up is a Chanel surfboard paired with a matching miniature bag charm, perfect for ocean enthusiasts and collectors alike.
The layout of the retail space is thoughtfully organized across two levels. Shoppers can explore a central area dedicated to ready-to-wear and swimwear, a footwear section featuring comfortable deckchairs for lounging, and a beach-themed changing area stocked with summer essentials like striped towels and terry cloth totes.
Upstairs, the atmosphere shifts to a brighter, summery ambiance, with additional ready-to-wear options, private fitting rooms, and a lovely outdoor terrace, creating a true “veritable escapade” for shoppers, as described by the brand.
Access to the pop-up requires a reservation through the brand’s WeChat Mini Program, ensuring an exclusive shopping experience for visitors, which will be available daily until May 24. A similar retail venture has also been launched in Taipei, at the cultural hotspot Huashan 1914 Cultural Park.
Chanel celebrated the grand opening of the Shanghai pop-up with an evening soirée for VIP guests and celebrities. The event was a glamorous affair, featuring notable attendees like Chinese supermodel-turned-actress Qu Ying, who recently gained viral fame for her humorous appearance on the talk show hosted by influencer Papi Jiang.
Qu enjoyed the festivities alongside Chanel ambassadors Xin Zhilei, Zhang Zifeng, and fellow actors Vanda Li and Xiang Hanzhi, as well as supermodel He Cong—creating a star-studded atmosphere enveloped in live music and fashion.
Moreover, SuperElle, a publication catering to Gen Z readers and linked to Elle China, is partnering with the event to host discussions that bring together local art experts and a fresh wave of VIP clientele.
This exciting iteration of Chanel’s Coco Beach collection serves not only as a fashion statement but also as an artistic experience, inviting participants to indulge in the joys of summer and sartorial creativity.
