Luxury brand Longchamp has implemented a makeover plan for its Italian boutiques, starting with Galleria Vittorio Emanuele II in Milan and Calle Larga XXII Marzo in Venice.
Longchamp boutiques around the world are characterized by a design reminiscent of a classic Parisian apartment. The new Longchamp boutique concept expresses the heritage and know-how of the house and is inspired by the quintessence of the French art of living, since it was in Paris that the brand was founded in 1948. The new design recreates a warm and welcoming environment and highlights the values shared by the brand and its customers, including creative curiosity and cosmopolitan culture.
The customer reception area has a high desk reminiscent of an authentic workshop table, where the season’s key pieces are displayed thanks to a system of shelves inspired by a bookcase. New leather goods and accessories are juxtaposed with prints, books and decorative objects that evoke the themes and colours of each collection, thus changing each season. The heart of the apartment is the living room, with its typical Haussmann structures, vintage-style furniture, comfortable rugs and welcoming chairs.
The Le Pliage line has a dedicated space in the boutiques: a wall animated by vertical bands of pop colour, behind which the bags are carefully arranged in niches according to their colour and size. As in an apartment, every detail of the boutique reflects the codes and values of the house. The presence in each boutique of at least one item from the Longchamp archives is a fundamental element of this new design concept.
