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Longchamp unveils new store concept in Milan, Venice
Luxury leather goods brand Longchamp has deployed a makeover plan for its Italian stores, starting with the ones in Galleria Vittorio Emanuele II in Milan and Calle Larga XXII Marzo in Venice.
Longchamp stores around the world are characterised by an interior design reminiscent of a classic Parisian apartment. The brand’s new store concept conveys a sense of Longchamp’s heritage and expertise, and is inspired by the quintessential elements of French art of living, as the brand was founded in Paris in 1948. The new interiors create a warm, welcoming environment and put the accent on the values shared by Longchamp and its customers, notably creative curiosity and cosmopolitan culture.
The customer reception area features a high desk in the style of an authentic atelier table, where the season's signature items are showcased using a shelving system inspired by those typical of libraries. New leather articles and accessories are matched with prints, books and decorative objects that evoke the themes and colours of each collection, and therefore change every season. The heart of the Longchamp apartment is the lounge, with its typical Parisian bourgeois décor, vintage-style furniture, homely carpets and welcoming chairs.
The brand's Le Pliage line is given a dedicated space in-store: a wall enlivened by vertical bands in bright hues, on which the line's handbags are carefully arranged in niches according to their colour and size.
As in a private apartment, every detail of the stores’ interiors reflects the codes and values of the house of Longchamp. The presence in each store of at least one item from Longchamp’s archives is a key element of the new interiors concept.
Longchamp was originally founded as a manufacturer of leather-covered pipes and smokers’ accessories, and these objects are displayed in the redesigned stores alongside the label’s contemporary collections.
Other decorative objects, carefully chosen to underline the importance that Longchamp attaches to creativity and craftsmanship, are used to showcase accessories and small leather articles: a fruit basket contains various purses, a lacquered tray highlights a belt, and wallets are displayed on woven trays reminiscent of Parisian bistro chairs, created by French designer Philippe Model in the colours chosen by Sophie Delafontaine, creative director of Longchamp.
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