Longchamp has unveiled its reimagined Soho flagship in New York.
The project reunites the French luxury brand with Thomas Heatherwick, founder of London-based design firm Heatherwick Studio, nearly two decades after he first brought the downtown destination to life as La Maison Unique.
Staying close to the roots
Staying true to the space’s original architectural spirit, the refreshed boutique introduces a bold, contemporary identity shaped by the brand’s commitment to creativity, craftsmanship, and storytelling.
At its core is a striking reinterpretation of Heatherwick’s signature staircase—now rendered in Longchamp’s vibrant Energy Green. Cascading like a steel ribbon, the form guides guests upward in a gentle, promenade-like ascent.
“At Heatherwick Studio, every project begins with a question,” says Neil Hubbard, partner and group leader of Heatherwick Studio. “For the Soho boutique, it was simple: how do we encourage people to journey upward from such a narrow entrance? The answer became a kind of architectural landscape—a staircase that feels like a gentle promenade, with sculptural shelving as a reward once you arrive at the top. It’s a concept sparked years ago during our work on La Maison Unique, and it’s thrilling to see how ideas can evolve over time.”
A lived-in experience at Longchamp
The second-floor retail area takes on the warmth of a thoughtfully curated living room that’s layered with tactile details. Swirling green carpets seem to spill from ceiling to floor, exposed brick nods to Soho’s industrial past, and sculptural furnishings including Raphaël Raffel’s vintage 1970s croissant couch are on display. Contemporary artworks—like ceramics and sculptures by David Nash, Tanaka Tomomi, and Dorothée Loriquet—layer the boutique with texture and reflect Longchamp’s material ethos as well.
Throughout, the design invites guests to linger. Playful details, like a glowing neon rider logo and poetic graffiti by artist André, animate the space, while midcentury modern pieces and archival Longchamp objects—such as leather-trimmed game boards and wooden pipes—anchor the store in the maison’s rich heritage.
“Retail moves fast, but architecture should last,” Hubbard adds. “We wanted to create something bold and joyful, yet warm and timeless—an apartment-like space that invites people to stay. From the swirling green rugs under green-carpeted columns to curved furniture that feels custom but lived-in, everything was designed to feel unified and human. Even the red brick walls downstairs, set to host rotating installations, help ground the space in Soho’s industrial roots while creating room for surprise.”
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