SINGAPORE. Lagardère Travel Retail Singapore has unveiled a new Longchamp boutique at Singapore Changi Airport Terminal 2. It is the first of a new store concept from the brand to open in Southeast Asia travel retail.
The design aims to reflect the look and feel of a Parisian apartment, with a “warm and welcoming ambiance” according to the partners.
Longchamp General Manager of Singapore and Malaysia Mollie Jean De Dieu said: “This new boutique is emblematic of Longchamp’s new brick and mortar design layout. The colour palette, artistic touches and materials used exude the energy and optimism of Longchamp’s DNA.”
An immersive customer journey starts with the welcome area featuring a high desk crafted like an atelier table. This leads to the presentation areas housing the latest leathergoods and accessories. These are showcased on bookshelf-inspired displays evoking the themes and colours of each collection, which change every season.
A highlight for the Autumn-Winter 2022 collection is the new Box-Trot, named for its sleek, structured shape in smooth calfskin and its gold-tone medallion clasp featuring the Longchamp horse and rider.
Another feature is the ‘cabinet of curiosities’ with Haussmannian moldings and vintage-style furniture, featuring other signature pieces from the Le Pliage, Roseau, Le Foulonné and Mailbox collections, among others.
The partners said that every detail in the design “reflects the codes and values of Longchamp”. These include touches of heritage dark green “to evoke tradition and authenticity”, while splashes of bold light green “convey energy and modernity”.
Other decorative objects are repurposed to display accessories or small leathergoods such as a fruit basket that holds purses.
Lagardère Travel Retail Singapore and Malaysia Chief Executive Officer Ann Pang said: “We hope that the new concept offers an inviting and relaxed atmosphere where customers can truly explore the selections and appreciate the craftsmanship in every single Longchamp piece.”
*Note: Changi Airport Group will host The Trinity Forum, the world’s leading airport commercial revenues conference, on 1-2 November. Click here for more details and to register. The event is owned by The Moodie Davitt Report and co-organised with ACI World and ACI Asia Pacific.
