Chanel Opens First Ephemeral Boutique in Aspen

The ever luxurious aura of the mountainside resort city Aspen and the global jetsetters are absolutely synonymous. 

From chic lits to Hollywood flicks, there’s always a scene or chapters where jetsetters would hoard the city that is known for its ski resorts in coats crafted from lush pelts, personalised monogrammed designer luggage and a personal entourage made of hair stylist, makeup artist and a bunch of devoted groupies.

Recently, Chanel gave its Aspen fans a huge surprise when the venerated fashion maison launched its first ephemeral store in the United States at Casa Tua – a celebrated epitome of modern lifestyle, combining unparalleled cuisine, fine art, impeccable service and amazing company.

The ephemeral boutique occupies the second floor of the Casa, where the space is transformed into a beautiful showcase of Wild West-inspired collection – Métiers d’Art Paris-Dallas 2013/14 collection – befitting a modern yet rustic environment that is a nod to the rustic atmosphere of the renowned jet-set retreat.

At the entrance of the boutique, an illuminated Chanel sign with the iconic Texas red star serves as an invitation to the guests to step into the ephemeral store and discover the realm of Paris-Dallas. 

The collection, designed by Karl Lagerfeld, marries the elements of romance, western style but with a modern twist. 

Haute offerings such as flared and straight skirts hitting mid-calf, snappy cocktail dresses, long flowing gowns and sculpted or loose suit jackets, just to list a few, mirrors the artisanal exquisiteness of Chanel’s craftsmanship as well as an easy yet effortless style.

The expansive wall of windows ensure crisp alpine light permeating into the boutique from dawn to dusk while the space is re-imagined into an airy modern day saloon through the juxtaposition of natural and industrial materials in a palette of grey, beige, red and navy. 

The cerused grey walls are lined with vintage cowboy photographs, capturing the spirit of the collection while navy and red flags that once hung from the rafters of the Paris-Dallas show are draped from two trees in the centre of the ephemeral store. 

Mannequins dressed in the latest collection were casually and playfully positioned – some sat on wooden pallets surrounding the trees and others on top of the central bar that runs along the southern wall of the saloon.

There’s also a terrace where guests can take in the stunning views of the Rocky Mountains and immerse in the rugged yet luxurious surrounding of Aspen. 

To celebrate the opening of the ephemeral store, Chanel hosted a private cocktail at the boutique, followed by a dinner on the ground level at the famed mountainside restaurant. 

Celebrities and trendsetters such as  Jen Brill, Tennessee Thomas, Elisabeth von Thurn und Taxis, Laura Love, Atlanta de Cadenet Taylor, Harley Viera Newton and Leigh Lezark, attended the event and were of course, immaculately dressed in Chanel

Chanel Ephemeral Boutique at Casa Tua will open until July 6, 2014. 

*Photos courtesy of Chanel

Chanel Casa Tua Ephemeral Boutique - 403 South Galena Street, Aspen, Colorado