Coco in SoHo - the Chanel Boutique opening party in Downtown New York

On 10 September 2010, Chanel celebrated the opening of the completely revamped Chanel Boutique in SoHo, New York. Of course, Karl Lagerfeld, the creative mastermind of the fashion house gave himself the honour, as well as international press, artists and celebrities.

The guests included Sarah Jessica Parker, Diane Kruger, Gossip Girl stars Blake Lively and Leighton Meester, Liv Tyler, Lou Doillon, Rachel Bilson, Elisa Sednaoui and many more, see exclusive pictures attached.

The outside of the building on Spring Street 139 was covered with a huge LED screen, showing video clips; the inner part was filled with the music by DJ Alexa Chung, hibernal Chanel looks and petite shenanigans: the guests could leave their mark on ultra modern digital graffiti walls by using virtual colour spray cans.

The artistic, urban spirit of SoHo was the inspiration behind the redesign of the Chanel SoHo Boutique, an interpretation by architect and long-time Chanel collaborator Peter Marino. Artworks had been commissioned especially for the decoration of the room.

On entering the boutique, a whole range of surprises was just waiting to be discovered: A three-metre tall ‘Chanel No.5’ acrylic flask with runway videos from Paris, a bespoke perfume and beauty parlour, as well as an exhibition of handbags, which were designed by Karl Lagerfeld for the occasion. Furthermore, the extravagantly constructed wall of sunglasses ‘Flying Eyeballs’ by artist Alan Rath, Gregor Hildebrandt's ‘Record Wall’ and fitting rooms with unique designs by Robert Greene, were all also a delight for guests to behold.

After the cocktail party on Spring Street, the event moved on to the catacombs of Mercer Street 82. In honour of Karl Lagerfeld's visit, a club mushroomed out of the New York soil for one night only: The Chanel SoHo Club, offering dinner, entertainment by The Misshapes, Kele, Izia and Muse Baptiste Giabiconi, and – of course – dancing the night away.

Goodbyes were accompanied with a wonderful goodie for the ride home. In keeping with the season, silk shawls with polar bears from the autumn / winter collection, were handed out. Bonjour hiver, bonjour Chanel!