The new store is situated on The Graben, one of Vienna’s best known streets. The upscale district is home to many of the world’s leading luxury brands and provides the perfect environment for Longchamp’s exciting new store.
Recent years have seen Longchamp grow its global market share and accelerate its program of store openings. This latest store is especially important in bringing Longchamp to a market which is more and more important. Vienna is also important as a tourist destination for travelers from the world over, especially Asia, enthusiasts of all of Longchamp’s collections.
The two-storey, 450m2 retail space will continue many of the themes and features seen in Longchamp stores across the world since 2010, when a new luxury look was first rolled out. However, considerations have been made for the building’s great age. It is one of the oldest buildings in the area, having been built in 1875 and is classed as a historical monument. Therefore, the new store has been carefully designed to perfectly incorporate the vaulted ceiling of the lower sales floor and adapt to the height of the entrance doors.
Longchamp continues to bring art into its stores and is giving customers an enriched shopping experience with the introduction of works by Vienna based artist, Philipp Aduatz. Aduatz creates limited edition functional objects, such as tables and chairs and treats them in a highly sculptural manner. He works with innovative materials and fabrication technologies, to create truly memorable and intriguing pieces. The Vienna store will feature works entitled ‘Melting Chair’, created from coated fiberglass. Longchamp CEO, and grandson of the House’s founder, Jean Cassegrain described the work as, “exciting pieces which will draw our customers to them.” He continues, “Art and the world of luxury are perfect partners; both are driven by creativity, craftsmanship and innovation. I am proud to welcome Phiipp to the stable of artists with whom we have worked. “
Leather and some of the finest natural materials come together in the new store to create an elegant, light-filled space which will reflect the essence of Longchamp’s elegance and modernity. The beauty of the luxurious materials chosen – wood, lacquer, glass and leather - and the close attention to detail all pay homage to the brand’s tradition of savoir-faire and quality.
Longchamp CEO, and grandson of the House’s founder, Jean Cassegrain says of the opening, “Vienna is one of Europe’s most romantic cities, but also one of its most vibrant; it provides a perfect home for a new Longchamp store. This exciting and inviting shopping window on our brand, our craftsmanship and our confidence in our brand’s future will allow us to welcome Viennese, Austrians and tourists from all over the world. It will also remind those visiting Austria’s ski and walking resorts of the Longchamp products that they will find in multi brand stores as they travel through this beautiful and inspiring country.”
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