Ultimz Journal is excited to introduce the brand new flagship store of Chantal Thomass, located at 211 Rue Saint-Honoré. Chantal Thomass herself, the mastermind behind the brand, takes us on a tour of the space and shares her vision for the store: “I wanted a space that was unique, modern, and in line with the brand’s spirit. An intimate, cozy, and welcoming place where women can feel beautiful and at ease.”
The previous boutique of Chantal Thomass already resided at this address, hidden behind its Napoleon III façade. However, the challenge was taken up by the agency centdegrés to infuse the space with a fresh architectural perspective. “Our aim was to highlight the brand’s iconic black and pink colors and play with contrasts: feminine/masculine, rigidity/humor, and mystery/seduction,” explains the retail team of the agency.
One of the main hurdles was maximizing the available space with its double-height layout. Previously, the upper floor was not visible or accessible to customers. Today, it features a 35m2 VIP area complete with a presentation lounge and a luxurious cabin. This boudoir, often reserved for private fittings, seamlessly connects to the main sales area – covering 51m2 on the ground floor – through a grand staircase adorned with padded covering reminiscent of the designer’s neo-baroque world.
The presentation of lingerie demands meticulous attention to detail. centdegrés opted for a layout that revolves around different presentation zones, accentuating the delicate nature of the products. Cabinets of curiosities, circular consoles, and secret drawers complement the displays adorned with iron ribbons. The choice of wall colors was carefully made to highlight the colors and patterns of the various collections.
The fitting rooms play a vital role in the boutique’s design. While centdegrés crafted distinct atmospheres for each room, they all share spacious dimensions, full-length mirrors, and a “healthy glow” lighting. Cozy rugs and bow-shaped armchairs – another hallmark of the Maison – embellish the waiting area, providing a comfortable, intimate, and joyful fitting experience.
Sarah Le Boulaire, project manager and interior architect at centdegrés, explains, “Chantal Thomass graciously opened the doors of her apartment to us. This personal touch allowed us to step into her unique universe and grasp the essence behind her creations.” As a testament to a successful collaboration, Chantal Thomass quickly added her own decorative elements: small handles shaped like hands with painted nails, trompe-l’oeil in the fitting rooms, and a handrail adorned with a web of bra straps. This fruitful partnership has charmed both the existing clientele and a younger, more international audience who eagerly explore the audacious boutique.
The brand new flagship store of Chantal Thomass on Rue Saint-Honoré stands as a testament to the designer’s vision and the expertise of centdegrés. With its inviting and intimate atmosphere, innovative design elements, and meticulous attention to detail, the boutique is poised to captivate customers and carry forward the legacy of the Chantal Thomass brand.
Useful links:
1. Chantal Thomass Official Website
2. centdegrés Official Website
