‘we let loose a bit’: heatherwick studio renews iconic longchamp flagship in new york

heatherwick studio revamps its longchamp new york flagship with swirling green carpeting and vintage furnishings. The post ‘we let loose a bit’: heatherwick studio renews iconic longchamp flagship in new york appeared first on designboom | architecture & design magazine.

‘we let loose a bit’: heatherwick studio renews iconic longchamp flagship in new york

heatherwick and longchamp reunite in new york

designboom joins architect Thomas Heatherwick and Longchamp CEO Jean Cassegrain inside the newly renovated Longchamp flagship, La Maison Unique, in New York. Ahead of the public opening, the duo reflects on their long-standing collaboration and presented the store’s intimate new interiors, nearly two decades after the building’s first transformation. The flagship was originally unveiled in 2006 as La Maison Unique. At that time, it marked one of Heatherwick Studio’s earliest works and has since remained a New York destination for design-lovers with its ribbon-like staircase. Today, the renewed space offers an atmosphere that feels both familiar and transformed. It is attuned to a different cultural rhythm, but is grounded in the same spirit of invention.

heatherwick longchamp new york
images courtesy Longchamp

a partnership which started with a bag

The partnership between Heatherwick Studio and Longchamp began not with a building in New York, but with a bag. ‘This project started back to front,’ Heatherwick recalls. ‘We’d made a bag built entirely of zip.’ The unlikely origin speaks to the architect‘s fascination with scale and material, a thread that carries through from product design, to architecture, to urban planning. Originally, the design of La Maison Unique faced an immediate dilemma — a compressed street-level footprint and an expansive upper floor. ‘We had to lure people upward,’ Heatherwick tells designboom. ‘That became the problem to solve.’ The result is a sweeping sculptural staircase, a ribbon-like hillside that cuts through the building and functions as both a circulation system and an interior landscape.

In its current iteration, this now-iconic staircase returns updated in the brand‘s Energy Green, further referencing the gently climbing hillside which it mimics. ‘We’re not retail designers,’ Heatherwick says. ‘Our passion is making places that connect with people’s emotions.’ His approach here is at once about the display and the journey.

heatherwick longchamp new york
Heatherwick’s Longchamp flagship reopens with renewed interiors nearly two decades after its 2006 debut

towards intimacy and randomness

Material gestures guide the experience throughout. Industrial columns are wrapped in carpeting which swells into swirling green rugs, an inversion of the expected. ‘Carpets want to be flat,’ Heatherwick reminds us. ‘So we wanted to do the opposite.’ The team worked with heritage French textile maker Lelièvre to wrap these structural elements in a tactile softness so that they blur the line between structure and furniture. In transforming an industrial space into a living room, Heatherwick Studio embraces these obstacles with a playful solution.

The second floor is curated with vintage mid-century pieces — croissant-shaped sofas, Gio Ponti tables, and Danish bar stools. Some furnishings were designed by Heatherwick’s team, while others were sourced to align with Longchamp’s postwar beginnings. ‘It’s a reference to the beginnings of our brand,‘ says Cassegrain. ‘And to the idea that retail doesn’t need to be rigid. A bit of randomness makes it feel more like a home.’ Interspersed among the furniture are archival Longchamp objects, each bringing another layer of history and handcraft.

heatherwick longchamp new york
the new design retains the signature ribbon staircase, now in Energy Green to draw visitors upward

For Longchamp CEO Jean Cassegrain, the updated New York flagship, La Maison Unique, reflects how retail itself has changed over two decades. ‘We used to think in terms of efficiency,’ he explains. ‘Now we think in terms of comfort.’ The renewed space embraces this shift. The laminated logic no longer informs every decision. Instead, interiors open toward plush seating and vintage design objects. ‘We give more space to the customer,’ Cassegrain explained. ‘We want them to feel welcomed, and to linger.’ There is a sense that the store has transitioned from a dramatic display case to welcoming salon.

While many of Heatherwick Studio’s spatial ideas remain from the original 2006 intervention, the renovation of Longchamp’s New York flagship marks a tonal departure. ‘We were more rigid back then,’ said Heatherwick. ‘Everything followed a north-south logic. Now we’ve let go a little. There’s a softness, an ad-hocness.’ This evolution is intentional. Even the light now reaches deeper into the space, thanks to newly opened sightlines across the facade. Instead of controlling every gesture, the design now welcomes imperfections and interactions.

heatherwick longchamp new york
interiors blend structure with furniture and shelving that emerge from the floor and ceiling