Chanel Reimagines Its Historic Shanghai Villa Into an Alpine Retreat for Coco Neige

A 407-square-meter garden residence on Wukang Road transforms campaign imagery into a living winter destination.

Chanel has reimagined its historic 407-square-meter garden residence on Shanghai’s iconic Wukang Road into an immersive alpine escape to celebrate its latest Coco Neige collection. Moving far beyond traditional seasonal window displays, the French maison has converted the residential villa into a physical sanctuary where Shanghai’s leafy urban streets meet an exaggerated, storybook version of a high-altitude winter resort.

The villa’s pale architectural facade and classic arched windows serve as the frame for a theatrical exterior installation, surrounded by oversized snowmen, giant snowflakes, a blanket of artificial snow, and signature crimson accents. Inside, the space unfolds as a multi-sensory journey taking inspiration from the collection’s campaign photography by Julien Martinez Leclerc. The ground floor embraces a graphic daytime alpine panorama wrapped in pink and burgundy mountain peaks, ski cabins, and custom ski-lift merchandising fixtures where luxury accessories float across illuminated white display platforms. Moving upstairs, the atmosphere transitions into a quiet alpine evening beneath a deep blue, star-filled ceiling, showcasing chunky shearling outerwear, quilted jackets, and technical sportswear in an intimate, starlit setting.

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