Longchamp Boutique New York by Heatherwick Studio: Where Architecture Meets Fashion

Heatherwick Studio has once again collaborated with the iconic Parisian fashion house Longchamp, reimagining its flagship New York boutique into an immersive architectural and retail experience. Originally marking Longchamp’s 100th boutique, this SoHo store has quickly become a downtown landmark, celebrated for its sculptural design, innovative storytelling, and seamless integration of heritage and modernity.

Sculptural Design and Signature Staircase

At the heart of the boutique is Heatherwick Studio’s signature undulating staircase, crafted from 30 ribbons of hot-rolled steel and coated in Longchamp’s signature green. This striking feature acts as both a functional element and a sculptural centerpiece, guiding visitors upward through the store. The staircase creates a promenade-like journey, blurring the lines between architecture, art, and retail, making the boutique feel more like a welcoming apartment than a conventional commercial space.

Preserving Heritage in a 1936 Loft

Spanning 9,000 square feet in a historic 1936 industrial loft, the boutique retains original elements such as exposed brick walls and maple flooring. Heatherwick Studio has enriched the space with new sculptural additions, including oak furniture by David Nash, custom curving pieces by Heatherwick Studio, and a vintage croissant-shaped sofa by Raphaël Raffel. Swirling green rugs cascade from carpeted columns, creating a playful visual narrative that flows from ceiling to floor.

Interactive and Experiential Retail

Every detail of the Longchamp SoHo boutique is intentional, designed to engage and surprise. Neon signage, graffiti artwork by André, and the glowing Longchamp rider logo add texture and personality. The open layout maximizes natural light and offers expansive views of Spring Street, encouraging guests to linger, explore, and connect.

Heatherwick Studio’s long-standing collaboration with Longchamp began in 2004 with the creation of the iconic Zip Bag, evolving through the original SoHo store and shaping the brand’s modern retail philosophy.

Designer Insights

Jean Cassegrain, CEO of Longchamp, notes: "Thomas Heatherwick has reimagined the very heart of our SoHo boutique, infusing retail with emotion and experience. The green staircase conveys movement, while David Nash's oak sculptures bring calm and timelessness. This dialogue between energy and authenticity defines the new space."

Neil Hubbard, Partner and Group Leader at Heatherwick Studio, adds: "Our goal was to turn a narrow entrance into an architectural landscape. The staircase feels like a gentle promenade, leading to sculptural shelving at the top. Every detail, from swirling rugs to curved furniture, was designed to feel warm, human, and inviting, while honoring SoHo’s industrial roots."

Experience the Intersection of Fashion and Architecture

The Longchamp flagship boutique exemplifies a new standard in experiential retail design, where architecture, heritage, and customer experience converge. Heatherwick Studio’s thoughtful approach transforms shopping into an immersive journey—one that balances bold sculptural elements with comfort, personality, and timeless craftsmanship.

All photographs are works of Adrian Wilson