Longchamp Unveils Its First Experiential Flagship Store in China

Longchamp's New Chapter: La Maison de Famille in Shanghai

Longchamp, the iconic French brand founded in 1948 by Jean Cassegrain in Paris, is set to open its first experiential flagship store in China on October 28, 2025. Situated in the historical French Concession area of Shanghai, the store, named 'La Maison de Famille', will be the brand's ninth flagship globally and its first in China. The opening is a testament to Longchamp's commitment to celebrating its heritage while embracing modernity.

Located at the historic number 12 Wukang Road, the 150 square meter building reflects a unique blend of French artistry and Shanghai's vibrant atmosphere. Built in the same year as Longchamp's inception, the structure’s architectural design embodies the beauty and aesthetics nurtured in Paris. With its modernist facade featuring a charming red-tiled roof and tall iron-framed windows, it captures the dappled sunlight filtering through the lush platan trees. Inside, meticulous herringbone parquet flooring and intricate molding echo the timeless elegance reminiscent of Parisian apartments.

Every corner of 'La Maison de Famille' tells a story. The space not only showcases Longchamp's exquisite collections but also faithfully represents the family's legacy across three generations. The store serves as a bridge connecting Paris with Shanghai, inviting visitors to experience the warmth and comfort of being part of the Longchamp family.

Longchamp's flagship store is envisaged to resonate with the vibrancy of Shanghai, curated to offer guests an immersive experience as if they were in a second home. This establishment follows the company’s recent transformation of its flagship store in New York's SoHo, designed by the renowned British designer Thomas Heatherwick. Both spaces aim to create dynamic environments that celebrate family ties, artistry, and the concept of 'Art de Vivre' inherent in French culture.

With a focus on community, creativity, and connection, 'La Maison de Famille' will highlight values central to Longchamp's ethos. The brand takes pride in honoring its heritage while making strides towards sustainability, most notably recognized for its iconic 'Le Pliage' line, which has now transitioned to recycled nylon, reinforcing Longchamp's commitment to responsible production.

Additionally, the legacy of Longchamp is upheld by the Cassegrain family, which continues to operate the business, now boasting over 300 directly operated boutiques across more than 80 countries. The commitment to quality craftsmanship and innovation remains evident, carried forth by Creative Director Sophie Delafontaine, who reinterprets French elegance into contemporary ready-to-wear styles and accessory collections.

As Longchamp opens the doors to 'La Maison de Famille', it promises not only to highlight the rich history woven into its fabric but also to create a landmark where art, culture, and familial bonds intersect. This flagship store is positioned to become a beacon for locals and tourists alike, offering a unique space that transcends the traditional retail experience.

For further inquiries about the official opening and future activities at 'La Maison de Famille', please contact Longchamp Japan at 0120-150-116 or visit their official website for more details.