Chanel’s New Beauty Atelier Is Made for Experimentation
You are cordially invited to step into the colorful world of Chanel at the new Atelier Beauté Chanel in Soho, a playful, permanent haven for skin-care addicts and makeup junkies to experiment with the brand’s holy grail of products. The space plays host to a series of well-lit, organized stations exhibiting hundreds of products on a variety of Marie Kondo–worthy interactive counters.
The main difference between this atelier and your average store is that customers aren’t pressured to purchase in real time and experimentation is encouraged. Upon entering, guests are given a double-C-branded locker (mais oui!) to stash personal items and are asked to create an online account to like, save, and buy favorites. Next, a slew of sleek sinks are available for hand and face washing to create the ultimate clean canvas.
In the makeup department, a smorgasbord of candy-color lipsticks are cut into bite-size pieces and separated into their own sanitary cubes so no guest has to share twist-up tubes. Painterly pots of eyeshadow scale the Wooster Street walls, towering above rooms that can be explored either solo or with one of the many artists in residence.
Attendees can test their knowledge of Chanel’s epic collection of fragrances with a brilliantly designed no-spray perfume bar—scented porcelain testers are labeled with numbers rather than names, offering a fun game for those on the hunt for a scent. Need a hand with a new skill? Conquer your contouring—or cat-eye!—fears by booking a one-on-one lesson with the studio’s experts, or achieve the skin you’ve always dreamed of with a no-appointment-necessary session with a skin-care guru.
Before you leave the fairy-tale playground, don’t forget to snap a selfie: The space is (naturally) highly photogenic and even includes a “content creation” room with plenty of flat-lay opportunities and Instagram-approved lighting. You may never do your makeup at home again.