LONGCHAMP OPENS ITS NEW YORK CITY FLAGSHIP STORE ON MANHATTAN’S FIFTH AVENUE.
Longchamp—the esteemed French luxury house—opened its New York City flagship store on Manhattan’s Fifth Avenue, one of the world’s most famous shopping boulevards, last May 3, 2018. Located at 645 Fifth Avenue in the Olympic Tower, adjacent to Rockefeller Center and St. Patrick’s Cathedral, the 4,000 square-foot, two story space will be the brand’s largest outpost in the United States.
The Olympic Tower is an architectural feat, and a bold statement in and of itself—described as both “prismatic” and “cinematic.” The structure around the store is made of layered rows of protruding metal ribbons in soft shades of gold and champagne hues. The metal strips are rigid, but are meant to appear as if they are floating, or swaying in the breeze.
The lighting on the flagship’s façade is also unique, and new for Longchamp. The design itself enhances the contrasting visual properties between materials such as aluminum, sheet metal and polished stainless steel. The vibrant facade represents a fresh visual identity, marking the next chapter in Longchamp’s storied and innovative history. This visual statement was introduced at the opening of the brand’s new flagship boutique in Shanghai, China. In a world of perpetual interconnectedness and motion, this cutting-edge entryway connotes stepping into the Longchamp universe with style and serenity.
Once inside, shoppers will be drawn to the focal point of the flagship—artwork titled Transchromie Mécanique Aléatoire by the Venezuelan artist Carlos Cruz-Diez. Cruz-Diez is known for his kinetic and optic aesthetic which is evident in this piece. Through the artwork’s moiré effect, Cruz-Diez is able to create a sense of motion while also catalyzing an immersive visual experience through color. There is a synergy and continuity between the composition of Cruz-Diez’s work and the linear elements of the façade.
Longchamp’s Fifth Avenue flagship will contain the widest range of the house’s collections in the United States, including women’s handbags, ready-to-wear, shoes, leather accessories, men’s collections and all of the label’s luggage pieces. Each collection will be displayed in a number of uniquely styled spaces to showcase the brand’s well-known, Parisian-chic sensibilities.
Opening a U.S.-based flagship on such a cosmopolitan setting as Fifth Avenue seemed a natural progression, given the prominent locations of Longchamp’s other existing flagships around the world, which are located in Paris, Hong Kong, London, and most recently, Tokyo.
“The time is right for our brand to open its doors on the iconic Fifth Avenue. We will now be able to reach a larger local and international audience”, says Stephanie Disegni, President and CEO of Longchamp USA.
Jean Cassegrain founded Longchamp in Paris in 1948 and the company is still owned and operated by the family. Longchamp handbags, luggage and accessories are known all over the world for the quality of the craftsmanship produced by its studios. The company has expanded into the fashion sector and offers footwear and ready-to-wear collections. Longchamp is an international brand whose creativity and vitality has remained strong for many decades. It embodies Paris chic and the uninhibited, slightly rebellious nature of the French art of living. All over the world, Longchamp is a part of life for people who are on the move, free-spirited, urban voyagers who appreciate the pleasures of distinctive and authentic luxury. Spirited new ad campaigns and exciting projects with a long list of artists are accentuating the liberated and creative mindset of Longchamp that shines through on every continent with over 300 exclusive boutiques.
Longchamp is available in Rustan’s.
