CHANEL SOHO

Launch of the digital platform dedicated to the CHANEL Soho boutique, designed by Peter Marino for Karl Lagerfeld.

The platform accompanies the opening of this now-essential New York address, with information, events and exclusive products from the boutique. It's the entire spirit of the Soho neighbourhood, made tangible through the brand's image and its creator's vision, under the signature "SOHO by Karl". Karl Lagerfeld showcases his current artistic inspirations there: videos, photos, sculptures and sketches make up an immersive, exclusive universe. The platform is designed to evolve at the pace of the designer's inspiration, with regular updates giving visitors a reason to come back and check the content. Each section offers a different immersion into the designer's universe, from the preparatory sketch through to the finished piece displayed in-store. This continuity between artistic creation and product presentation strengthens the address's exclusive aura, while giving the boutique visibility that reaches well beyond its own neighbourhood.

This platform turns the opening of a boutique into a brand experience in its own right, inviting every visitor into the designer's personal universe. Soho thus becomes an address you visit as much for the object as for its creator. The physical boutique and its digital platform tell, in two voices, the same brand story.