Longchamp has reopened the doors of its Brussels boutique after renovations. The store on Avenue Louise showcases the brand’s new store concept and brings a piece of Paris to the Belgian capital, the French leather goods maker announced last week.
Inspired by the idea of an authentic Parisian apartment, the store design underlines the artistic curiosity and cosmopolitan spirit of the brand, which was founded in the French capital in 1948.
The boutique has several areas that resemble an apartment. There is a lounge and a library where customers can get inspiration from magazines and books. In addition to the brand’s current collections, art also plays a major role in the new store concept, and works and objects by various artists such as François Bonnel and Floris Wubben are located here.
A key element of the new store concept, which will be found in all boutiques in the future, is the display of at least one object from the brand archive. In the case of the Brussels store, this is a retro advertising poster, referencing the brands’ beginnings as manufacturers of leather-covered pipes and smoking paraphernalia.
