The French luxury maison’s latest Le19M exhibition in China presents an intimate story around craft, fine art and fashion.
In an effort to deepen its relationship with Asia, Chanel has unveiled the latest edition of La Galerie du 19M Shanghai project at the Museum of Art Pudong — a colossal white structure on the Huangpu River. Taking over the entire third floor, the free exhibition is its largest format to date and the Parisian luxury maison’s biggest local project of the year.
The project, now in its third iteration, after Dakar and Tokyo, brings together the storied craftsmanship of Lesage, Montex, Goossens, Lognon and more alongside more than 31 creative guests from China and France. It arrives amid a renewed interest in handicrafts among young Chinese consumers — from pixel-bead crafting and pottery to a growing appreciation for traditional garment craftsmanship.
Dubbed “A Sense of Touch,” the Shanghai edition progressively introduces the brand’s Métiers d’Art hub Le19M‘s history and evolving identity to the Chinese audience — in an intimate format.
“What I like in such an exhibition is that you don’t see any Chanel — you see what allow us to be able to create what is Chanel — it’s about the intangible. When you reach that level of brand equity, it allows us to go one step further in the intimacy of our brands,” said Bruno Pavlovsky, president of fashion and president of Chanel SAS.
“The frequency is unique — it’s about materials, and it’s about infinity — when you put artists, creative people together with craft, there’s no limit to what they can imagine.
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