Longchamp is thriving. In February, the French brand announced a 20 percent increase in turnover for 2024. The independent house is also carefully managing its physical presence in French provincial cities, with a forthcoming opening planned in Rennes, as well as in major cities, with the reopening of its flagship store in Soho, New York.
The modernisation of 132 Spring Street comes 19 years after the store’s initial opening. It is part of a broader initiative to rethink the retail experience offered by Longchamp. The company also renovated its Salzburg store in Austria at the beginning of May.
By reinforcing the New York address’s position as an emblematic and dynamic space for the brand, this renovation aims to consolidate the American store’s place within Longchamp’s retail portfolio. The US, although shaken by new policy targeting its customs duties, represents an important market for the French company.
In 2024, Longchamp recorded growth of plus 27 percent in the US. The American continent represents 13 percent of its turnover, compared to 19 percent for France, 35 percent in the rest of Europe and the Middle East, and 34 percent in Asia-Pacific. The brand operates a total of 354 own-brand points of sale worldwide.
“With this renovation, Thomas Heatherwick the British designer in charge of the renovation has reinvented the very heart of our store, injecting new energy into our vision of commerce,” said Jean Cassegrain, chief executive officer of Longchamp, in a statement. “Today, retail is reinventing itself around emotion and experience, far from mere functionality. The vibrant green staircase embodies movement and momentum, while elements such as the oak sculpture by English artist David Nash bring a sense of serenity and timelessness. This dialogue between authenticity and dynamism defines the new Soho store. Every design detail adds warmth, surprise and personality to the space.”
The location retains its signature staircase, composed of a cascade of steel ribbons, revisited in the brand’s emblematic green. It extends over several levels, with a space on the second floor designed as a lounge. It is adorned with round, green carpets, columns covered in green carpet, a vintage crescent-shaped sofa from the 1970s by Raphaël Raffel, furniture designed by Heatherwick Studio and an oak sculpture by artist David Nash. Finally, the green neon logo of the Longchamp jockey shines on the wall and the graffiti of artist André on the brick of the ground floor.
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