Chanel leads the way with digital pop-up store

The importance of the pop-up store is rolling out into the digital space, with news that from April 15th Chanel will be launching a pop-up digital store on Net-a-Porter.com, making Chanel’s products available online for the first time.

The limited-edition Coco Crush collection will only be available on Net-a-Porter for three weeks. Coco Crush is a six-piece collection consisting of five rings and one cuff, available in 18-carat white and yellow gold. The price of the jewellery will range from $2,049 to $19,762.

Fashionista reports that the “digital pop-up store “that Net-a-Porter will dedicate entirely to the Coco Crush collection will be “an entirely bespoke Coco Crush world” featuring 360-degree interactive photography and function on any desktop, tablet or mobile device. The report adds that Net-a-Porter’s tech team, working with Chanel, will build the entire application from scratch.

The exclusive partnership with Chanel comes on the heels of the recent news that Cie. Financiere Richemont SA is to merge Net-a-Porter is merging with Italian rival YOOX. That deal, expected to close in September, will create the world’s largest online retailer.

Richemont will own 50 per cent of the combined company, to be called Yoox Net-a-Porter Group, the Geneva-based owner of the Cartier and Chloe brands said in a statement. It will be traded on the Italian stock exchange.