Chanel has opened a temporary boutique in Biarritz ahead of its upcoming Cruise 2026/27 show, bringing the house back to one of the most historically important locations in its history. Coco Chanel first opened a boutique in the French coastal town in 1915, making Biarritz closely tied to the brand’s early expansion beyond Paris.
The new space arrives as luxury travellers increasingly build trips around fashion events, pop-ups and destination-led retail experiences. Timed specifically around the Cruise show, the boutique gives clients and press a physical entry point into the collection while reconnecting the house with the city where Chanel’s resortwear identity first started to take shape more than a century ago.
