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During the opening party, the two-story boutique was so packed that guests almost had trouble moving. Champagne cocktails were being served on the first floor, where Kendall Jenner, the new face of the brand, posed for photos. Leading downstairs, Longchamp commissioned the Venezuelan artist Carlos Cruz-Diez to create a massive, colorful piece of moving art. Guests were sketched by several illustrators, plied with a Parisian dessert bar, and treated to a spin-the-wheel game that offered everything from bag tassels to the signature Longchamp tote as prizes.

The new store was also fully stocked on the new Longchamp by Shayne Oliver collaboration, which Delafontaine says was timed to the opening of the new flagship and the Shayne Oliver pop-up at its Soho store. Already a subscriber? Log in or link your magazine subscription. There are the big [players], the Guccis and Pradas and Chanels. We play in this white space between those brands. While Longchamp is content with its enormous Le Pliage business, it aspires to rise above the entry-priced collection to compete in the luxury realm.

The strategy centers on rtw, which is displayed in a self-contained area delineated by an ecru-colored area rug and comfortable seating. Delafontaine said the piece collection gives the brand the opportunity to speak to a luxury consumer. Leather is a unique luxury product and the rtw and shoes is a luxury collection. The woman who buys the rtw is a luxury [consumer]. We have a strong collection of leather handbags and the rtw is another way to develop the feminine fashion side of Longchamp.

Everything is made in France and Italy using beautiful fabrics and leather. Personalization is a key element of the Fifth Avenue Longchamp flagship. We have two bars where customers can personalize a Le Pliage nylon or leather item with their initials or name or some iconic symbol. An inspiration corner shows examples of typefaces, thread-colors and emblems available. Other elements to choose from include the color of the snap on the front flap and hardware.

Delafontaine said Longchamp began personalizing La Pliage products in or There are thousands of options. We have one of our main workshops there and dedicated workshop for the personalisation of La Pliage. Disegni said the Fifth Avenue staff is trained to work with consumers to personalize their products. We think we struck a very attractive deal.