Chanel's "I Love Coco" Installation Is Taking Over Bar Marmont for Oscars Week (Exclusive)
The French fashion house's beauty pop-up will kick off with an invite-only VIP party and then open to the public.
Gifting suites, cocktail parties, teas, nominee luncheons — perhaps you thought Oscar Week had maxed out on glamour-centric events. And then Chanel came to town.
The iconic French house has disclosed exclusively to Pret-a-Reporter that it will take over Bar Marmont, the lounge and restaurant at Chateau Marmont, in the days preceding the Feb. 28 Academy Awards to present "I Love Coco," an installation planned for both public attendance and private parties. The event will kick off with an invitation-only VIP party on Thursday, Feb. 25; a "surprise musical performance" is planned to cap the night. "I Love Coco" then opens to the public at noon on Friday, Feb. 26, and will be open from 12 p.m. to 7 p.m. each day through Sunday, Feb. 28.
Chanel is producing "I Love Coco" to showcase a pair of high-profile beauty launches: the Rouge Coco Stylo lip collection ($37 each) and Le Vernis Longwear Nail Colour ($28 each). Both products were released to the public on Feb. 1. But thanks to Chanel makeup and nail artists, chances are you’ve already glimpsed them on red carpets this awards season.
"I’ve been slipping [Rouge Coco Stylo] into Brie’s clutch every time she walks out the door," says Chanel celebrity makeup artist Rachel Goodwin, who has been working with Brie Larson and Alicia Vikander for publicity and appearances related to Room and The Danish Girl, respectively. For the SAG Awards, Larson wore Rouge Coco Stylo in Article, a tangerine-red shade Goodwin chose to offset the actress’s sky blue Atelier Versace gown.
Le Vernis in Pirate and Organdi
In addition to clients like Rosie Huntington-Whiteley and Kirsten Dunst, Chanel manicurist Ashlie Johnson likewise has been working with Larson; for the SAG Awards, she used Le Vernis in Organdi, which she calls "a really beautiful opaque pink that also feels very nude." Consider that Johnson likewise got a chance to feel a little pride in Larson’s win that night: "It’s always exciting when you get the see the hands holding the trophy," she says.
"I Love Coco" is designed to convey a melding of the L.A. music scene with the exclusivity of a backstage beauty lounge and the elegance of the Chanel brand, while never losing sight of Bar Marmont’s spirit. It’s the first time Chateau Marmont owner Andre Balazs has agreed to hand over Bar Marmont for a multi-day private event. "We’ve never done anything like this before," Johnson says. "It’s going to be a really fun and young, exciting event. The backstage, exclusive feel and the location add a whole new dynamic to how we might normally work with consumers." In addition to beauty applications and mini-manicures by Chanel artists, guests at "I Love Coco" also will be invited to take selfies on the custom-designed set and will receive Chanel souvenirs created exclusively for the event.
Attendance at “I Love Coco” is extremely limited, and reservations are required to visit during public hours. Registration opens on Thursday, Feb. 11, but Chanel is offering an exclusive pre-registration code for Pret-a-Reporter readers on Feb. 10; for more information, log on to ilovecoco.eventbrite.com and enter the code HOLLYWOODVIP to access advance booking and event details.
Rouge Coco Stylo in Histoire and Conte