The third in Spain, count on the newly opening store in Terminal 4 at Adolfo Suarez Madrid Barajas airport, the new Longchamp store occupies an old cinema building and matches the newly opened London Regent Street flagship as the house’s largest store in Europe. It sits on the Passeig de Gracia, a premier shopping street lined by some of Barcelona’s finest modernist architecture, just 100 meters from Antonio Gaudi’s Pedrera building and will shortly be joined by a fifth store within the duty free mall of Terminal 4 of Madrid’s Barajas airport.
Visitors are welcomed by a marble façade and large, bronze-edged central door with tall windows on either side. Nine video screens lead them further into the store, showing the latest runways, specially created films and commercials. A two-color marble ‘carpet’ unfolds along the center of the sales floor, recalling the hexagonal forms seen in the sidewalk mosaics outside that were created by Gaudi for the nearby La Casa Batllo.
Defined areas of the store are indicated by varying ceiling heights over the generous surface of 350 square meters. The first of which is women’s bags, accounting for half of the sales area. Here the watchword is luxury, with light oak, fabric, and tooled leather features created by the Longchamp workshop in France. For the first time there will be a dedicated small accessories section, featuring stainless steel, glass and fabric alongside a bar and stools to make the shopping experience enjoyable and sociable.
The now customary Le Pliage® ‘color wall’ is at the center of the store and is flanked by two additional walls to show Le Pliage® Cuir to its very best. It is complemented by a striking three dimensional mural inspired by the iconic bag.
Ready to wear and shoes also have their own space defined by pearlised lacquers and luxurious fabrics. Suspended glass shelves section off the area where two large marble tables display shoes before a long elegant sofa. Light is reflected and amplified by an engraved mirrored ceiling.
Menswear is found at the rear of the store in an elegant understated area featuring an oak parquet floor reminiscent of Parisian Haussmann apartments and complemented by mahogany furnishings. The atmosphere of a gentleman’s reading room is created by library-like shelves which display the wide range of bags and small accessories.
Throughout the store’s interior signature materials join other design details to reflect the essence of Longchamp’s elegance and modernity. The beauty of the luxurious materials chosen – wood, lacquer, glass and leather - and the close attention to detail pay homage to the brand’s tradition of craftsmanship and quality.
Longchamp CEO, and grandson of the House’s founder, Jean Cassegrain says of the opening “Barcelona is one of Europe’s most stylish and elegant cities and we are delighted to be part of its vibrant center. This store is a statement of our confidence in the city and we have paid homage to its history in some of the details that we have incorporated.
“The city is Europe’s most visited, so new customers and existing clients alike can discover our ready to wear and shoe collections, as well as our wide range of stylish bags and accessories. Longchamp’s French heritage, classic elegance, family roots and craftsmanship are important to us; qualities that are also valued by our Barcelona and tourist customers. They each look for an elegant bag that combines luxury, quality, creativity, Parisian style and a twist of fun. These women want to look good, keep up with trends and to carry bags that fit in with their lifestyle.”