Pop-up Store: The Chanel Beauty House in L.A.

Elisa Sednaoui | Julia Goldani Telles

Chanel opens a pop-up store to celebrate the Instagram site We Love Coco


To celebrate the start of the new, user-generated Instagram site We Love Coco, Chanel opened what is probably the world’s most Instagram-friendly pop-up store for four days in L.A. with a cocktail party on Wednesday, February 28, 2018.

Going by the name Beauty House, they created a dream world full of Chanel makeup and Boomerang opportunities for Instagram lovers. Guests could go from room to room and admire interactive elements such as a swing made from Chanel’s iconic chains or a bathtub filled to the brim with pearls – and, of course, try Rouge, Coco, and more as well.

At the opening party, countless Hollywood influencers dressed in Chanel were led through the house on Sunset Boulevard. Among them were Kristen Stewart, Ava Phillippe, Ana de Armas, and more.