Chanel intensifies its initiatives in Marseille for its cruise show

Chanel's party program in Marseille is taking shape. After announcing earlier this year that its Cruise 2024/25 show would be held in Marseille on May 2, the Parisian fashion house recently revealed the location it has chosen for the event. The iconic rooftop of the Cité Radieuse, a famous emblem of modern architecture, built by Le Corbusier between 1948 and 1952. The label is also planning a series of other artistic and creative initiatives.

From May 3 to 26, Chanel will take over Fort Saint-Jean, one of the Mucem sites at the entrance to the Old Port. Chanel will settle in the heart of the city, with the Ella 19M gallery, a cultural space linked to the structure of Ella and that will bring together all of Ella's artistic professions. Access will be free. On its website, the brand explains that it has “decided to highlight the synergies between fashion and the know-how of interior design and the cultural ecosystem of the city of Marseille.”

The event aims to be “a space for dialogue and expression between crafts and the artistic scene of the city of Marseille.” The program includes a group exhibition, participatory workshops focused on embroidery and round tables. “It will feature artists, artisans, designers, associations and creative spaces from Marseille and key destinations in the history of 19M.”

It is the second time that Chanel has taken the 19M outside the walls of its Paris-Aubervilliers headquarters. A similar project was organized in Dakar from January to March 2023 for its métiers d'arts 2022/23 fashion show. In its Paris headquarters, the 19M houses twelve houses and their teams, representing nearly 700 artisans and experts, as well as the Galerie du 19M, “a place of practice and exchange designed to welcome all audiences, for exhibitions, conferences and workshops.”