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Tom Sachs Recreates Chanel’s 31 Rue Cambon Inside SoHo Studio

A handcrafted display of plywood and found materials questioning luxury rituals, trademark reach, brand power.

Overview

  • The installation opens Friday, Sept. 11 and will be on view at Tom Sachs Studio, 245 Centre Street, through Oct. 10 with limited public hours on Thursdays, Fridays and Saturdays.
  • Sachs built an unauthorized replica of Chanel’s Paris boutique using plywood, corrugated cardboard, diamanté, LEGO and costume components to reproduce tweed jackets, bags, shoes and accessories.
  • The show uses Chanel-like visual cues including “CHANEL” labels and a double‑C motif on hangers, but Chanel has publicly said it had no involvement and has not announced any legal action.
  • Legal experts cited by coverage said artists receive significant leeway for commentary and parody, noting a 2024 federal case where Chanel won damages but warning that courts make infringement claims complex and uncertain.
  • The project continues Sachs’s long-running practice of remaking corporate icons and places the work next to Canal Street counterfeiting markets, raising fresh questions about the line between artisanal critique and brand protection.