《LONGCHAMP Opens @ Milan》

Longchamp opened its first boutique in Italy at via dellaSpiga 6 in Milan.The spectacular 2,691 square feet space is one of the house’s five largest boutiques worldwide. It is found in a highly privileged position in the fashion center in the context of a fascinating, historic building. As the last boutique on the new store concept launched in 2010, it successfully merges the historic heritage of this family business with the contemporary collections of Longchamp.

The very essence of Longchamp’s elegance wafts through the boutique’s four huge windows. The beauty of the materials chosen: wood, lacquer, glass and leather together with extreme attention to detail, reflects Longchamp’s tradition of craftsmanship, while some of the house’s most emblematic lines, such as Veau Foulonné leather and the LM print motif, are reinterpreted as elements of the store design. The idea of the fold, a mainstay of Longchamp design, has been reinterpreted in a series of concertina levels which are used to enhance and frame the different areas dedicated to Longchamp’s latest hit bags: the Balzane, the Gatsby, or to display the Le Pliage® bags, which, arranged in vertical bands, recreate the colors of the rainbow, astonishing and charming the visitors to the basement.

The Milan boutique is the first store to dedicate a space to Ready to Wear and shoes collections, displayed in an intimate and reserved area, comfortable and feminine, with a luxury feeling. A beautiful glass elevator links the various levels starting from the lower ground floor, where the men’s line and the travel and business lines can be found, in a dedicated area with a spectacular tailor made leather table. Looking at the new flagship store in Milan, JeanCassegrain says: “We are delighted to introduce the latest version of theLongchamp world to our Italian and international customers in the very centre of the capital of fashion and design - Milan. Thanks to its unique atmosphere, stemming from the combination of artificial lighting inside and natural light from the vast glass windows, our flagship is dedicated to universe that is both feminine and masculine.”