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Long Wait for Longchamp Finally Over on Madison Avenue

Longchamp redesign at right via <a href="http://www.wwd.com/markets-news/longchamp-unveils-new-store-concept-3085033">WWD</a>
Longchamp redesign at right via WWD

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Longchamp has spent so long revamping its 63rd and Madison boutique that it made our list of 2009's most delayed store openings last December. And before that, it was notably resistant to change, hanging on to a store design that first appeared in 1999. Today, though, the 2,500-square-foot space debuts its new look.

According to WWD, the idea behind the makeover comes from Longchamp's ubiquitous Le Pliage bag. "Pliage" is French for "fold," and the bag's ability to fold into a small pouch is part of what makes it so hugely popular. The store's designers realized they could to maximize the space, folding everything from the storefront to the blond wood shelving in order to make it seem larger. They also created a dramatic staircase and a gleaming walkway to make the long, narrow shop look airier, and added some quirky Francophile details like a painting of the Eiffel Tower on the ceiling of the elevator.
· Storecasting: Longchamp Looks Like A Long Way Off [Racked NY]
· The Most Delayed Store Openings [Racked NY]
· Longchamp Unveils New Store Concept [WWD, subscription req'd]


665 Madison Avenue, New York, NY