Inspired by the 2026 summer collection “Catch the Parisian Wave” Longchamp turns the beach into a new stage for creative expression. Starting in March, the Maison will bring La Plage Longchamp to some of the world’s most iconic summer destinations – from Australia to Asia to Europe – with a series of exclusive pop-ups and curated beach experiences.
Designed as an immersive experience for the public, “La Plage Longchamp” celebrates a sun-drenched, carefree way of life and combines Parisian elegance with the spirit of surf culture. Each stop offers the opportunity to discover the 2026 summer collection in specially staged pop-up worlds that capture the spirit of sun, sand and waves.
In this fresh, summery ambience you can enjoy the sun on striped deck chairs or fly kites, while beach games and beach volleyball provide sporting variety. Special edition surfboards from Longchamp underline the atmosphere.
Designed specifically for summer, the logo features the iconic Longchamp racehorse with its tail flowing, leaping powerfully forward, while in the background the energy of the waves captures the dynamism of surf culture. This motif can also be found on selected ready-to-wear looks from the 2026 summer collection, which will be presented on site and allow the collection to be experienced in a new, lively context.
All season long, “La Plage Longchamp” invites you to a summer open-air experience that inspires, invites lightness and creates shared moments with a varied program full of activities.
After the first stop in Australia at The Nielsen Beach Club, the birthplace of surf culture, “La Plage Longchamp” travels to Phuket in Thailand (The Surin Hotel) from March 23rd to April 6th, then to Comporta in Portugal from April 13th to 17th and finally to Kenting in Taiwan from May 8th to June 14th.
At the same time, pop-ups in various cities invite you to enjoy summer moments: in Germany, in Hamburg (Alsterhaus) from March 2nd to April 25th, in the Netherlands, in Amsterdam (de Bijenkorf) from March 17th to April 26th, in South Korea, in Busan (Shinsegae Department Store – Centum City) from April 7th to 19th and in the United Kingdom, in London (Sloane Square) from April 28th to May 12th.
