Longchamp, the luxury leather goods brand, has recently unveiled its new store concept in Milan and Venice as part of a larger renovation plan for its Italian stores. Known for their classic Parisian apartment-inspired interior design, the brand’s stores worldwide aim to convey Longchamp’s heritage and expertise. Founded in Paris in 1948, the new store interiors create a warm and welcoming environment, emphasizing values such as creative curiosity and cosmopolitan culture that are shared by the brand and its customers.
In Longchamp’s new store concept, the customer reception area features a high desk resembling an authentic atelier table. This desk serves as a display for the season’s signature items, which are showcased using a shelving system inspired by library shelves. This allows new leather goods and accessories to be presented alongside prints, books, and decorative objects that reflect the themes and colors of each collection. By doing so, the space becomes dynamic and ever-changing with the seasons.
The heart of the Longchamp apartment within the stores is the lounge area, adorned with typical Parisian bourgeois decor, vintage-style furniture, cozy carpets, and comfortable chairs. This space is designed to make customers feel at home while browsing the brand’s products.
The renowned Le Pliage line, known for its foldable bags, is given a dedicated space within each store. A wall enlivened by vertical bands of bright hues showcases the handbags, which are carefully arranged in niches according to their color and size. This display approach allows for easy navigation and enhances the visual appeal of the collection.
One key element of the new store concept is the presence of at least one item from Longchamp’s archives in each store. This pays homage to the brand’s origins as a manufacturer of leather-covered pipes and smokers’ accessories. These vintage objects are displayed alongside Longchamp’s contemporary collections, adding to the overall aesthetic and historical significance of the brand.
To further emphasize Longchamp’s commitment to creativity and craftsmanship, the stores utilize carefully chosen decorative objects to showcase accessories and small leather goods. For instance, a fruit basket is filled with various purses, a lacquered tray highlights a belt, and wallets are displayed on woven trays reminiscent of Parisian bistro chairs. These displays were curated by French designer Philippe Model, with colors carefully chosen by Sophie Delafontaine, the creative director of Longchamp.
Overall, Longchamp’s new store concept in Milan and Venice encapsulates the brand’s heritage and expertise while providing a welcoming and dynamic space for customers. With its classic Parisian apartment-inspired design and thoughtful displays, Longchamp continues to offer a unique shopping experience that reflects its values of creativity, craftsmanship, and French art de vivre.
For more information on Longchamp’s new store concept, please visit their official website: https://www.longchamp.com/.
To explore the collection of Longchamp’s Le Pliage line and other products, visit their online store: https://www.longchamp.com/collections/le-pliage.
