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Longchamp’s first store in Geneva |
French leathergoods and clothing house Longchamp has announced the opening of its first store in Geneva.
The 150sq m shop, located on 8 place du Molard, is the largest Longchamp boutique in Switzerland and the first in Geneva.
The two-storey space, located in a historic building, is a bright setting for Longchamp’s collections of bags, shoes and ready-to-wear, the company said.
The new architectural concept is already in place in New York, Hong Kong and Lausanne. Throughout the store, the beauty of the materials – wood, stone, glass and leather – and the attention to detail are designed to create an intimate and elegant ambience, and also reflect Longchamp’s tradition of craftsmanship.
Some of the company’s most emblematic signatures, such as leather and the LM print motif, are reinterpreted as elements of the store design.
Inside, the idea of the fold – based on Longchamp’s successful range of Le Pliage folding bags – is interpreted in a succession of accordion-like planes that are variously used to create the illusion of space, to delimit different areas of the store and to display the bags in vertical bands of rainbow colour.
The men’s collection and luggage department are designed to suggest the inside of a suitcase. Extending the metaphor, specific materials and displays are used to evoke a series of compartments, aiming to create a separate travel universe within the store.
On the ground floor, ready-to-wear, shoes and handbags are displayed within transparent delimitations that are designed to celebrate the creativity of the house and highlight the latest bags such as LM, the Balzane, the Legend and the Gatsby.
Available in Switzerland since the 1950s in selected leathergoods shops, Longchamp opened its first store in 2005 on Bahnhofstrasse in Zurich. In 2011 Longchamp began trading in Lausanne.
Jean Cassegrain, CEO of Longchamp and grandson of the founder, explained: “Our heritage, family roots and craftsmanship are important to us, qualities that we know are also valued by our Swiss customers.”
About Longchamp
Founded in Paris in 1948 by Jean Cassegrain, French luxury house Longchamp is still owned and run by the Cassegrain family. The brand’s luggage, handbags and accessories have a worldwide reputation for craftsmanship, quality, which extends to shoes and ready-to-wear collections. Longchamp owns and operates more than 252 boutiques worldwide.
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The two-storey space offers Longchamp’s collections of bags, shoes and ready-to-wear |
