Karl Lagerfeld goes digital with new Chanel flagship store

Karl Lagerfeld is looking to dominate the digital shopping space by installing iPads into the changing room walls of the new Chanel flagship store.

Customers who visit the store, which opened last Friday (14 March) on London’s Regent Street, will be able to take a changing room ‘selfie’ as they try on clothes, apply a variety of filters and then share the picture on Facebook and Twitter or via email.

Clothing rail displays throughout the store are also fitted with mini iPads, allowing customers to browse through the full collection online, merging the virtual and bricks and mortar experience.

The move follows the digital trail blazing led by Burberry which in 2012 installed virtual mirrors in its flagship London store.