June 10, 2026
On Bahnhofstrasse, CHANEL Opens the Doors to Its Most Complete World Yet
On June 5th, CHANEL inaugrates its new flagship boutique at Bahnhofstrasse 52, one of Europe’s most storied retail addresses, marking a significant moment for the Swiss fashion landscape.
Designed by architect Peter Marino, the space spans three floors and 575 square metres across a building dating back to 1882, its bones renovated in the 1930s and now reborn with the kind of considered restraint that CHANEL does best. The boutique brings together Fashion, Watches, and Fine Jewelry under one roof, each world given its own distinct atmosphere.
The ground floor welcomes visitors into a luminous space of beige and ivory walls, mottled rugs in black, white, and gold, and towering ceilings reflected in a play of mirrors; a fitting stage for the house’s accessories, bags, eyewear, and small leather goods. This flows seamlessly into the Watches and Jewelry salon, where garnet tones lifted from the lining of the iconic CHANEL bag complement the Coromandel-inspired lacquered walls and Goossens lighting, evoking the warmth of a Parisian apartment. Here, the J12 and Première watches sit alongside the Camélia and Coco Crush jewelry lines, and a selection of High Jewelry that includes pieces from the 1932 collection: launched in 2022 to celebrate the 90th anniversary of Bijoux de Diamants, the only High Jewelry collection ever created by Gabrielle Chanel herself.
For the opening, the boutique will present the spectacular 55.55 necklace from the N°5 High Jewelry collection: a centrepiece set with over 700 diamonds surrounding a bespoke-cut, 55.55-carat octagonal stone.
The first floor is an homage to 31 Rue Cambon, with its marble staircase flanked by juxtaposed mirrors, while the second floor is given entirely to Ready-to-Wear; three successive salons in contrasting materials launching with Matthieu Blazy’s first Métiers d’art collection, unveiled in New York last December.
Perhaps the most anticipated addition arrives in mid-July: the third floor will house a 135 m² CHANEL & moi — Les Ateliers space, a first within a CHANEL boutique anywhere in Europe. The atelier offers couture and leather repair, alteration, and restoration services carried out by experienced in-house artisans; a gesture that speaks directly to the house’s longer view on what luxury ownership should mean.
Throughout the boutique, some twenty artworks (acquired or specially commissioned) weave the brand’s long dialogue with contemporary creation into the architecture itself. Collages by lyrical abstraction pioneer Georges Mathieu, paintings by South Korean artist Lee Bae, and a monochrome wooden assemblage by Louise Nevelson are among the works on view, alongside a bronze and pyrite marquetry mirror by Robert Goossens.
The boutique is open Monday to Friday from 10am to 7pm, and Saturday from 10am to 6pm. Whether you go for the jewels, the ready-to-wear, or simply the experience of the space itself, Bahnhofstrasse 52 is now an address worth knowing.
author PRIYAM MISHRA
images COURTESY OF CHANEL