Longchamp is organizing a treasure hunt in the streets of Paris this Saturday, and everyone can take part.

On Saturday May 30, 2026, the streets of Paris will be transformed into a playground for a unique Longchamp experience. The leather goods manufacturer is inviting the general public on a life-size treasure hunt, directly inspired by its Autumn-Winter 2026 “Be Curious” collection. What participants discover along the way promises to surprise far more than a simple treasure hunt.

A treasure hunt open to the general public for the first time in Paris

The company had already organized similar initiatives in several international metropolises – Madrid, Munich, Kuala Lumpur. However, theParis edition marks a decisive turning point: for the first time in France, the operation is open to the general public, and no longer just to those close to the brand. A similar concept has also been deployed in China.

The experience is available on registration, subject to availability. Curious onlookers are advised to register early to avoid missing the departure, scheduled from one of the brand’s boutiques.

Equipped with maps and clues, participants follow a route punctuated by a number of stop-off points. These stops are located in a variety of public and private places, including cafés, bookshops and workshops. Each stop tells something concrete about the values of the Maison.

“Each stop embodies a Maison value: the authenticity of know-how, curiosity in the face of the unexpected, creativity in the way we look at the world. The route is built like a narrative in motion, where each clue opens up a new perspective.”

The Champion, an emblematic figure at the heart of the course

The tour features Le Champion, a charming character emblematic of the French label. His presence lends a strong narrative dimension to each stage. What’s more, he reinforces the visual identity of the “Be Curious” collection throughout the game.

The adventure ends with a gathering at an undisclosed location. The aim is to encourage exchanges within the brand community around this shared experience.

• Date of event: Saturday, May 30, 2026
• Access: registration required, subject to availability
• Start: in the store, with map and clue distribution
• Stages: several public or private locations – café, bookshop, workshop
• Final: gathering at an undisclosed location

A treasure hunt that embodies the values of the “Be Curious” collection

The Fall-Winter 2026 “Be Curious” collection places curiosity at the heart of its creative approach. Consequently, transposing this state of mind to the streets of Paris makes perfect sense. The treasure hunt becomes a lively, concrete way of conveying the values of the Maison.

Each stop along the way embodies a specific idea: authenticity of know-how, creativity in the way we look at the world. But this is no simple tourist trail. The narrative dimension, built up clue by clue, transforms the experience into a real story in motion.

This urban game format also creates a direct link between the brand and its audience. The community comes together around a shared adventure, far removed from the classic codes of luxury communication.

A format already tried and tested internationally

Prior to Paris, versions of this treasure hunt had been organized in several major cities around the world: Madrid, Munich and Kuala Lumpur. Until now, these editions have been reserved for those close to the House. The opening to the general public in Paris – and in China – represents a new stage in the brand’s activation strategy.

This choice of a participative and accessible format reflects a clear desire to create links. What’s more, it positions the brand as a player in cultural and urban life, well beyond the world of luxury.

Longchamp in 2026: between responsible commitment and new initiatives

This treasure hunt comes at a particularly active time for the French fashion house. Since the beginning of 2026, Longchamp has been certified B Corp, an international recognition of its commitment to social and environmental responsibility. This is a structuring step for the brand.

The company also inaugurated a new platform dedicated to its second-hand offer. The launch, in May 2026, reinforces the brand’s move towards a more sustainable model. The May 30 treasure hunt is just one in a series of initiatives that are shaping a new face for the brand.

These three highlights – B Corp certification, a second-hand platform and an urban experience for the general public – form a coherent whole. The company’s ambition goes beyond the product itself. Each action speaks to both today’s and tomorrow’s customers.

By placing curiosity at the heart of its season and activations, the label invites everyone to look at the world – and the streets of Paris – with fresh eyes.

• Longchamp