Longchamp flourished. The French brand announced an increase in sales of 2024 in February and maintains its physical presence both in the French provincial cities-an early opening is planned in Rennes-as well as in the large metropolises, with the reopening of his flagship store in Soho, New York.
The modernization of the address 132 Spring Street takes place 19 years after the original opening of the boutique and is part of a more comprehensive initiative to redesign the retail experience offered by Longchamp. The company also renovated its boutique in Salzburg in early May.
By strengthening the position of the New York address as an iconic and dynamic space of the brand, this renovation is intended to consolidate the space of the American boutique within the Longchamp retail park. Because the United States, although through The new politics in relation to their tariffs Shaked, represent an important market for the French company.
Retail is reinvented around emotions and experiences
Longchamp recorded growth of 27 percent in the United States in 2024. The American continent accounts for 13 percent of its turnover-19 percent are compared to France, 35 percent in the rest of Europe and the Middle East and 34 percent in the Asia-Pacific region. The brand operates a total of 354 of its own sales outlets worldwide.
“With this renovation, Thomas Heatherwick has [der britische: die britische Designer:in, der:die mit der Renovierung beauftragt wurde] The heart of our boutique reinvented and breathed into new energy from our vision, ”said Jean Cassegrain, President of Longchamp.
“Today, retail for emotions and experiences is reinventing itself, far from pure functionality. The bright green staircase embodies movement and swing, while elements such as the oak wood sculpture of the English artist David Nash convey a feeling of serenity and timelessness. This dialogue between authenticity and dynamics defines the new boutique in Soho. Personality. “
The place retains its characteristic staircase, which consists of a cascade of steel bands and has been redesigned in the iconic green of the brand. The store extends over several levels, with a room on the second floor designed as a salon, equipped with green carpets that not only cover the hallway in a round form, but also the pillars of the room.
Other details include a vintage sofa in the form of a crescent moon from the 1970s by Raphaël Raffel, furniture designed by Heatherwick Studio and an oak sculpture by the artist David Nash. Finally, we find the green neon logo of the Longchamp Rider, which shines on the wall, and the graffiti of the artist André on the brick wall on the ground floor.
This article was used with digital tools translated.
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