Curves, a neutral palette, and authentic materials unify Chloé’s mood in Manila
Can Chloé’s first boutique at Greenbelt 4 turn more Filipinos into loyal shoppers? It’s a possibility, especially when the open-plan store spanning 98 sq.m. constructs the persona of the brand layer by layer to create an environment that encapsulates the DNA of the French Maison.
“This is our first cross-category boutique in this important market, the Philippines, where we’ll build a customer base and continue the Maison’s dialogue through Chemena Kamali’s creative vision. This extension is part of our multi-key strategy in the growing Southeast Asia markets,” says Laurent Malecaze, president and CEO of Chloé.
The welcoming and immersive store is a virtual reinterpretation of a brand under the direction of Kamali. A clear window display frames the store to let inquisitive people see straight through Chloé’s soul, as if inviting curious onlookers and passersby into its free-spirited and effortlessly feminine world. A lone glowing brand logo serves as the visual starting point for the experience. Then, stepping inside, the visual strategy comes into play. Spotlights gleam down the neutral space, much like in an art gallery, to allow the leather goods, signature platforms, accessories, and a potential new It bag from Kamali’s high-octane Spring 2025 collection to be the focus.
Akin to the vibe of its luxury ready-to-wear, romantic pieces, and freethinking fashion that are staples in many women’s wardrobes, Chloé’s luxury retail spaces aren’t just home to, for instance, its intensely decorated and ’70s-inspired jewelry, reimagined folded “Cuissardes,” and new sneakers inspired by boxing shoes (yet softer like ballet slippers) from its Spring 2025 collection, but they are also spaces that make the customer feel at home.
Familiar curves reverberate in the central wall and the lush leather seating area, which is inspired by a mid-century conversation lounge, where moments of rest and relaxation as well as contemplation are made. A palette of neutrals and earthy hues perfectly matches the elegant materials utilized in the space, such as limestone, stainless steel, leather, and ceramics. The effect is gorgeous in its simplicity and functionality. The ambiance? Intimate and inviting. The feeling? Captured sophistication.
In essence, Chloé’s Manila store is a spectacle in its own right. As it eschews all the bells and whistles, Chloé’s quiet tangible expression of its roots, of its founder Gaby Aghion, who liberated women from the formal fashion era, of Kamali’s ethos, linked with the brand’s luxury ready-to-wear, feels natural.
Now, who wouldn’t want to dwell inside a store like this?
