French fashion house Chanel is launching its second pop-up concept in Singapore.
Tomorrow, Coco Cafe, a nine-day cafe-themed beauty pop-up concept, will open at Visual Arts Centre in Penang Road, where shoppers can get free makeovers, manicures and hand massages.
The high-fashion brand hopes to draw and connect with millennials and beauty junkies with the cafe.
Speaking to The Straits Times last week, Chanel Singapore managing director Stephanie Nussmann, who is in her 40s, says the pop-up offers what e-commerce cannot provide.
"What we want to give here is the human touch. I think people are looking for an experience that goes beyond the financial transaction," she adds.
Last year, Chanel had an airportthemed pop-up space at multi-label concept store Pedder on Scotts at Scotts Square to launch its travelthemed spring/summer 2016 collection. The pop-up was well-received among the media and Chanel fans.
BOOK IT / COCO CAFE
WHERE: Visual Arts Centre, 10 Penang Road
WHEN: Tomorrow to April 16, 11am to 8pm
INFO: Call 8522-2278 or go to chanelbeautysg.com/events/cococafe. Slots are fully reserved, but walk-ins are welcome
Coco Cafe, which takes up 161 sq m of space, will feature make-up, skincare and fragrances from Chanel, including the latest lipgloss collection, Rouge Coco Gloss, and its Hydra Beauty skincare line.
Shoppers can also get free hand massages, quick manicures, makeovers and make-up tips from beauty advisers. For example, in a 15-minute session with a beauty adviser, customers will be taught ways to change their make-up looks depending on the lip colour they choose. These services are subject to availability.
Each customer who makes a purchase at the pop-up can select a free cake or tart, specially made for the beauty pop-up, to be enjoyed at Coco Cafe or for takeaway. Limited seating is available and desserts will be given out while stocks last.
Retail assistant and make-up junkie Siti Nadirah, 21, says she is keen to visit the pop-up.
"It is a different setting from the usual make-up counter and a fun space for beauty lovers to try out the different products."
Ms Nussmann says: "We are in a digitised world. Everything is fast and available online. That is good, but what we want to offer here is a 'back to basics' experience - a relaxing moment where you can take the time to have a conversation with a beauty adviser and a drink with friends."
And Chanel intends to continue with such concepts to keep surprising customers, she adds.
"It is not just about the products, but also about the relationship that the label has with the shoppers."
The brand expects up to 1,000 customers a day.
A quick walk-through of Chanel's new beauty pop-up