Chanel’s New Pop-Up Shop in St. Tropez

St. Tropez — the playground for celebrities and jetsetters looking for a little fun in the sun by the ocean, the French Riviera town where Brigitte Bardot was discovered, where Karl Lagerfeld vacationed during his childhood summers, and where he chose to show Chanel‘s 2010-2011 Cruise Collection — will host Chanel’s new pop-up shop.

This year’s Cruise collection comprised divine 70s-inspired pieces primarily in fresh pink, blue, green and cream pastels, with a few delicate florals and a few stripes. This year’s show is also known for its pre-party – a Bocce Ball tournament where everyone from blogger/photographer Garance Doré to Leigh Lezark of The Misshapes to Abbey Lee Kershaw to plus-size model Crystal Renn participated, and actress Diane Kruger took home the trophy.

Lagerfeld also released his St. Tropez-based film ‘Remember Now,’ (part 1 featured below; part 2 available here) featuring a myriad of today’s well-known models partying away one evening. Starring models include including Elisa Sednaoui, Heidi Mount, Karolina Kurkova, Freja Beha Erichsen, Madgalena Frackowiak, Georgia May Jagger who plays a young Brigitte Bardot, and French model Baptiste Giabiconi, Karl Lagerfeld’s current muse.

Now, it seems St. Tropez is the chosen locale once again for a new Chanel project: a new pop-up shop that will last through the summer and early fall, and carries pieces from the A/W and Pre-Fall 2010 collection of RTW, shoes, handbags and accessories. Soon the Chanel watch collection (including the J12 Marine) will also arrive here. An 18th century mansion with a garden allows a 1200-sq. foot space for the store – Chanel’s first free-standing retail location in St. Tropez. Use of the colors black, white, and red (the brand’s signature colors) dominate the space.

Chanel previously had one such other pop-up shop, in Dover Street Market, London, in 2008. The St. Tropez store is located on 25 Rue François Sibilli from June 23-October 3, 2010.