The Parisian staple heritage brand comes to New York’s incomparable high fashion locale with the Longchamp 5th Avenue flagship store.
“When we opened our store two years on Champs-Élysées, we couldn’t imagine the worldwide visibility it got,” said Sophie Delafontaine, the brand’s artistic director. “For us, Fifth Avenue is like this. There are only two streets in the world that are this iconic.”
Leading downstairs, Longchamp commissioned the Venezuelan artist Carlos Cruz-Diez to create a massive, colorful piece of moving art. “Like the New York City skyline,” Delafontaine explained. Guests were sketched by several illustrators, plied with a Parisian dessert bar, and treated to a spin-the-wheel game that offered everything from bag tassels to the signature Longchamp tote as prizes.
The new store was also fully stocked on the new Longchamp by Shayne Oliver collaboration, which Delafontaine says was timed to the opening of the new flagship and the Shayne Oliver pop-up at its Soho store. “We’re a very Parisian brand and the idea was to mix the universe with a New York designer who could really express this cool New York attitude,” she said.
The products range from two classic totes doubled up as one bag to a T-shirt with the iconic Longchamp handle on the back of the neckline, and even a jacket inspired by the Longchamp bag — and they definitely stood out against the traditional offerings in the new, bustling boutique.