Longchamp opens new Regent Street flagship

The store is now Longchamp’s biggest European outlet. The brand has two other London stores, in Westfield London and New Bond Street.

The 550 m2 store spans two floors, with interiors designed by an in-house team, according to Longchamp.

The floors are separated by a mezzanine space dedicated to the Le Pliage collection, while the ground floor will house women’s bags, accessories, shoes and Ready to Wear.  Men’s collections and luggage are sold on the first floor.

The store features a video screen wall behind the ground floor cashdesk and a wall of colour-blocked handbags.

Longchamp says, ‘The mood throughout will be light, elegant and relaxed with clean lines. Natural materials such as stone, marble, glass, wood and leather recall Longchamp’s heritage of craftsmanship.

‘The house’s strong link with the arts will be celebrated with a large sculpture, which will soar above the floating mezzanine.’

The site was previously used for the Diesel Village pop-up, which was in situ for three months earlier this year.

The Regent Street store will act as the brand’s flagship until the opening of a new store on Paris’ Champs Elysees next year.