Nearly two decades after opening its doors in 2006, Longchamp’s flagship store in New York’s SoHo neighborhood has undergone a striking transformation this week. Located at 132 Spring Street, the store has long served as a cornerstone of the brand’s U.S. presence. Now, after 19 years, it has been boldly reimagined as a new physical embodiment of Longchamp’s evolving vision for retail as experience.
The redesign was led by British architect Thomas Heatherwick and his firm, Heatherwick Studio—the same team behind the store’s original concept in 2006. This latest project revisits the original vision with a contemporary lens, blending heritage with renewed purpose.
The façade has been painted in Longchamp’s signature “energy green,” adding a vibrant contrast while remaining harmoniously integrated with the historic SoHo streetscape. Stepping inside, visitors are greeted by a sweeping, ribbon-like steel staircase—also updated in the same green hue—which flows upward from the first to the second floor, forming the architectural spine of the space.
The interior evokes the intimacy of a Parisian apartment, merged with the bold perspective of contemporary art. On the second floor, visitors will find a carefully curated collection of art and design, including a 1970s vintage crescent-shaped sofa by Raphaël Raffel, a carved oak sculpture by David Nash, and graffiti by André Saraiva. A table from 1948, designed by Gio Ponti—the same year Longchamp was founded—further bridges the brand’s origins with its forward-looking identity.
Commenting on the relaunch, Longchamp CEO Jean Cassegrain stated, “Today, retail is reinventing itself around emotion and experience, far from mere functionality. The vibrant green staircase embodies movement and momentum, while elements such as the oak sculpture by English artist David Nash bring a sense of serenity and timelessness. This dialogue between authenticity and dynamism defines the new Soho store. Every design detail adds warmth, surprise and personality to the space.”
With this renovation, Longchamp’s SoHo flagship has evolved from a traditional point of sale into a three-dimensional expression of the brand’s aesthetic and values. It is a space where craft meets technology, where art intersects with function, and where heritage coexists with innovation, offering a new model for what luxury retail can look like.
Longchamp currently operates 354 directly managed stores worldwide. In 2024, the company reported a 20% year-on-year increase in global sales. Notably, the U.S. market grew by 27%, making up 13% of the brand’s total turnover, solidifying its position as one of the company’s key regions alongside France, Europe, and Asia.
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