Longchamp unveils new global store design with Amsterdam reopening

Inspired by the idea of a typical Parisian flat, the newly renovated store by the French brand boasts a warm and inviting atmosphere, inspired by 1940s furniture, with soft, wavy shapes and natural materials such as oak, walnut and wicker. Bags and accessories on also display in the lounge and library, decked out with a Pierre Paulin sofa, magazines and books.

The large storefront features a window that lets light shine on a white stone arch that separates the first floor and the higher lounge, housing the Paris marque's 'Le Pliage' collections.

Near the store entrance, an artwork in plaster and ceramics on the wall, created by Dutch artist Floris Wubben, leading to central staircase that descends to a large vaulted basement, showcasing a painting with coloured anamorphic circles.

One of the key elements of new concept is that each store will display at least one item from the Longchamp archive, said the brand, which began making leather-covered pipes and other smoking goods in the 40's.

The reopening of the Amsterdam store coincides with the launch of the Longchamp 2023 summer collection, and comes one month after the luxury brand opened a new store in Hamburg, Germany.