New York—La Maison Madison, Longchamp’s flagship boutique at 713 Madison Avenue, recently opened with a new design concept that eventually will be rolled out to the other Longchamp boutiques worldwide.
Architect Eric Carlson of Carbondale was the mastermind behind the new retail design, which is based upon Longchamp’s Le Pliage bag, the brand’s iconic foldable design in color canvas and leather trip that has sold more than 16 million bags since its introduction in 1993.
Carlson interpreted the foldable design as a succession of accordion-like planes that create the illusion of space and display the La Pliage stock.
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Other elements may a playful reference to the family-owned brand’s French heritage: a system of linear displays is inspired by the folding book stalls of the bouqinistes found along the Seine River in Paris. An abstract image of the Eiffel Towel is reflected in the store’s elevator. Carlson also worked in the idea of a catwalk which leads to the brand’s ready-to-wear and a wall featuring art by Venezuelan artist Carlos Cruz-Diez, celebrated for his vibrant use of color and mobile, transformative works.
The store also features the Kate Moss for Longchamp collection, which launched this spring. A second installment of the collaboration will hit the store this fall.
Since opening its first boutique on Madison Avenue in 1999, the company now has nine stores in the United States, including its La Maison Unique in SoHo which opened in 2006.