Longchamp installs a hidden café in the Marais… but for how long?

A place as discreet as it is intriguing has just opened in the Marais district. Longchamp unveils an ephemeral café halfway between gallery and boutique, but the real surprise lies in the experience on offer.

Longchamp reinvents itself: when fashion becomes coffee

Since June 6, 2025, Longchamp has been welcoming the curious at 45 rue Vieille-du-Temple, in the heart of the Marais district. Here, the brand unveils an immersive pop-up, conceived as an extension of its future collection. This place isn’t just a café: it’s a sensory experience, an aesthetic manifesto.

Behind this project was a collaboration with artist Constantin Riant, who designed a décor evocative of seaside vacations: blue and white stripes, blond wood shelves and selected decorative objects. The result? A space where fashion meets the art of living, and where visual storytelling is king.

A café, a bookshop… and a nod to postal art

This pop-up is like no other. Here, you can sip detox juices and enjoy a croque-monsieur revisited, while strolling through a stationery corner where you can send a Longchamp postcard. A trivial detail? Not really. It illustrates the brand’s core values of mobility and travel.

Far from the hustle and bustle of the commercial world, this place offers an intimate, well-cared-for lifestyle interlude. It also reflects a strong trend: that of luxury brands investing in pop-up stores to reach a demanding summer audience in search ofexclusive experiences.

Pop-up and strategy: Longchamp follows in Jacquemus’ footsteps

This café is part of a wider strategy. In New York, Longchamp has just renovated its Spring Street flagship, under the leadership of designer Thomas Heatherwick. Here too, the challenge is clear: to blend commerce and immersion.

The house joins the wave of summer pop-ups like Jacquemus in Ibiza, proving that these temporary formats have become powerful tools for testing concepts, reinforcing image and capturing attention.

If you’re looking for a place off the radar to discover the new face of Longchamp, this ephemeral café is your next stop. But be warned, it will close its doors on September 2, 2025.
Discover it before it disappears…

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