The famous Parisian luxury goods brand Longchamp has just begun renovations of its historic store on rue Saint-Honoré in Paris, the brand’s hometown. During the renovations, the store will be covered with a tarp decorated with a spectacular work of art by American artist Ryan McGinness. For Longchamp, it’s the perfect opportunity to bring art into the heart of Paris, with an exceptional storefront decorated with a spectacular work of art,«Mindscapes»,by American artist Ryan McGinness! Located on the cornerof two very busy streets just a few dozen metersfrom the Place de la Concorde, this decoration is in place from March this year.
Jean Cassegrain, Longchamp CEO explains that such a renovation in the heart of Paris, requires an outstanding display. By inviting a New Yorker artist, it is a celebration between two cities: Paris and New York. This decoration in the heart of Paris is a very important step for Longchamp. Ryan is from New York and Longchamp from Paris, two cities overflowing with energy and creativity! As symbolized by the horse and rider galloping in the French luxury house logo, Longchamp is in perpetual movement. These words can also be used to describe Ryan’s work and the piece he has created for this site.
Rue Saint-Honoré is where it all started for Longchamp. The company was founded in Paris in 1948 by Jean Cassegrain. The Longchamp House is still owned and managed by the family. The company is primarily known for its leather and canvas handbags, its travel items, and numerous fashion accessories. The brand is present all over the world through more than 290 boutiques and a total of more than 1,500 stores in some hundred countries. Longchamp is distributed in some one hundred countries through a network of around 1,800 retail stores, company-owned boutiques and franchises, department store concessions, multi-brand fine leather goods dealers, airport shops and on-line sales. The group directly manages 236 Longchamp Boutiques through 18 distribution subsidiaries. France represents around one-third of sales. Longchamp is a global and international luxury house. Its know-how, heritage, creativity and the quality of its products, under the sole direction of one family, give it a unique character. Unique in terms of its expertise as well as in its positioning anchored in optimistic luxury.
All of this makes Longchamp a brand in motion and colour.
If we get interested in what is going to change in the store renovation, we know that the retail area will be significantly expanded thanks to these renovations, marking a new phase in the brand development. This partnership, which brings together a contemporary artist and a building classified as a historical monument, clearly highlight how much Longchamp values creativity and artistry. Under the tarp designed by Ryan, the compagnons – French artisans with centuries-old traditions – will restore the building’s eighteenth-century facades. This ability to combine innovation and know-how perfectly captures the spirit of our fashion house.
The artistic direction of the brand is handled by Sophie Delafontaine. Longchamp often turns to designers and artists who propose special versions of their bags and luggage, sometimes sold in limited editions. Thus, in 1971 Serge Mendjisky added leather patchwork to bags. In 2004 Thomas Heatherwick invented the “zip bag,” a bag constructed around a long zipper. In 2004 and 2005 Tracey Emin personalized luggage. Jeremy Scott has regularly proposed special editions of the Pliage bag since 2006. In 2008, to celebrate its sixtieth birthday, Longchamp reissued its LM collection originally only available in Asia,[9] also offering a version illustrated by Jean-Luc Moerman. Kate Moss, the brand’s icon since 2006, also became a bag designer in 2010 with the launch of the first Kate Moss for Longchamp collection. In spring 2012, the brand launched a new all-leather version of its Pliage bag. Since 2006, each season Longchamp has also offered a range of clothing and shoes for women.
Longchamp’s tradition of excellence began over 65 years ago, in the wake of the Second World War. American soldiers seconded to Paris used to queue to buy the company’s leather-covered pipes, which were symbols of French craftsmanship and expertise. Focusing on the creation of luggage and city bags, Longchamp is a master in the selection of the finest leathers. Today, the house works with the best tanneries in Europe and further afield to find the quality and variety of leather for which it is looking. Smooth or grained, rigid or supple to the touch, these superior-quality natural materials develop a patina over time, becoming even more beautiful and full of personality. Transformed each season into contemporary new designs by the expert hands of the house’s craftsmen, these leathers give Longchamp bags a character unlike any other. They will remain the loyal companions to the most precious moments in life, year after year.
Longchamp shares the active life of women around the world, attuned to the pleasure of a hint of everyday luxury. Advertising campaigns infused with freshness and stimulating collaborations initiated with several artists highlight the contemporary and sometimes playful spirit of the House of Longchamp, which is represented by a wide network of exclusive boutiques around the globe.
To discover more about the brand, please connect to Longchamp’s official website.
http://www.longchamp.com
José Amorim
Info sourced in Longchamp official communication release and website. All content is copyrighted with no reproduction rights available. Images are for illustration purposes only.
