Located in the historic Crown Building on Fifth Avenue, Chanel’s first Watches & Jewellery Boutique in the United States is conceived as a refined homage to the Maison’s heritage — drawing from Gabrielle “Coco” Chanel’s love of art, her iconic apartment at 31 Rue Cambon, and the timeless codes that define the brand. Designed by architect Peter Marino, the interior brings together fine and contemporary art, antique elements, and bespoke craftsmanship to create an atmosphere of quiet luxury.
Within this carefully curated setting, William Brand was invited to create a bespoke lighting sculpture that would sit in dialogue with both the architecture and the artworks that define the space. Recognising the expressive potential of the KELP collection, Peter Marino envisioned its sculptural language as a natural counterpart to the boutique’s iconic art pieces and invited William to develop a bespoke interpretation.
Working in close collaboration, William Brand expanded and refined the language of KELP to achieve a precise spatial balance. The sculpture’s arrangement, rhythm, and flow were carefully calibrated, with scale and movement adjusted to resonate with the architecture and the surrounding artworks. The final artwork, handcrafted in the Brand van Egmond atelier and finished in high-gloss brass, was shaped entirely by context — attuned to the interior’s narrative, material palette, and emotional tone.
Executed in a special Brass High Gloss finish, the sculpture carries a luminous presence that shifts subtly with light and movement. Applied through a uniquely formulated finishing process to both the sculptural elements and the stem, the surface achieves a depth and clarity that allows the form to reflect its surroundings while maintaining a strong material identity. The brass finish catches and diffuses light across its organic contours, creating a dynamic interplay of highlights and shadow that reinforces the fluid rhythm of the piece. This refined finish allows the sculpture to resonate naturally alongside fine art and jewellery, affirming its role as both a lighting element and a sculptural object in its own right.
More than a focal point, the Chanel KELP installation functions as an architectural element in its own right, subtly shaping atmosphere, reflection, and movement within the boutique. It demonstrates how sculptural lighting can support brand identity and spatial storytelling without overpowering its surroundings.
The bespoke KELP sculpture created for Chanel is currently on display at the Brand van Egmond atelier, offering visitors an opportunity to experience this collaboration and its craftsmanship up close.
Architect: Peter Marino Studio
Images courtesy of CHANEL
