Chanel has acquired the building housing its boutique at 42 Avenue Montaigne in Paris, reaffirming a trend among luxury brands to secure control over prime real estate. The seven-story modernist structure, designed by Roger Anger and others, has been home to the boutique since 1983 and is a protected architectural landmark. This acquisition aligns with Chanel’s strategy of increasing capital investments, which are expected to rise by 50% in 2024, following a record $1.23 billion in 2023. Chanel joins other luxury giants like LVMH and Kering in aggressively investing in real estate, as competition intensifies to secure prestigious locations in fashion capitals. While these investments enhance brand prestige, they come with risks, including low returns and potential financial strain for smaller brands. This trend reflects a broader shift, with luxury brands expanding into hospitality and other sectors to create immersive luxury environments.