Chrome Hearts opens Riviera boutique in Cannes for festival season

Chrome Hearts is selling more than jewelry in Cannes. By opening at Palm Beach Cannes on Place Franklin Roosevelt, the Los Angeles label turned a shopfront into a seasonal power move: a Riviera-coded destination built to catch the festival crowd, the private-club set and the kind of ultra-high-net-worth summer traffic that treats location like part of the purchase.

The timing was sharp. Cannes Film Festival opened on May 12 and runs through May 23, which puts the brand right in the path of red-carpet dressing, late-night dinners and the kind of last-minute accessory shopping that happens when eveningwear needs an edge. Chrome Hearts’ official locations page now lists Palm Beach Cannes, Place Franklin Roosevelt, 06400 Cannes, France, complete with local contact details, making the boutique feel less like a pop-up gesture and more like a planted claim on the Riviera.

The space itself is the point. WWD reported that the boutique includes Chrome Hearts’ first stained-glass windows, plus two distinct moods inside: a softer marble side and a darker ebony side. That split tracks with the brand’s whole game. Chrome Hearts has always sold a particular kind of glamour, one that mixes heavy silver, black leather, ornate craft and a little menace. Here, that attitude gets translated into architecture. The store does not just display product; it performs the brand’s mythology in real time.

The project was shaped by Kristian Stark and David Berokas, and that matters because Chrome Hearts has long treated retail as a statement rather than a backdrop. Founded in 1988 in Los Angeles, the company built its name on handcrafted luxury goods and immersive stores that feel closer to private interiors than straight commerce. Chrome Hearts’ own description of the brand spans fine jewelry, accessories, shoes, fragrance and home goods made in the USA, which only makes the Cannes move feel more deliberate: the brand is not chasing volume, it is staking out territory.

Palm Beach Cannes gives that strategy a fitting stage. The redeveloped property has been positioned as a luxury destination centered on a private members’ club and high-end shopping, and the Cannes establishment was created on January 29, 2025, as a secondary establishment of CHROME HEARTS PARIS LLC under specialized clothing retail. In other words, this is luxury retail reading the room correctly. In Cannes, the real product is not just what hangs on the rack. It is the fantasy of being in the right place, at the right time, in the right light.