Heatherwick Studio has once again partnered with Parisian fashion house Longchamp, this time to transform its flagship store in New York City, where design, storytelling and heritage converge.
Nearly two decades after the launch of La Maison Unique in 2006, Longchamp has invited Heatherwick Studio back to reimagine the space at 132 Spring Street in SoHo.
Originally conceived as Longchamp’s 100th boutique, La Maison Unique quickly became a downtown landmark, celebrated for its sculptural steel staircase and immersive design that blurred the boundaries between architecture and theatre.
At the heart of the redesign is Heatherwick Studio’s signature undulating staircase, constructed from 30 ribbons of hot-rolled steel and now re-lined in Longchamp’s iconic green. This functional sculpture evokes a gentle promenade, guiding visitors upward through the store and setting the tone for an experience that feels more like a welcoming apartment than a traditional retail space.
The 9,000-square-foot boutique, located in a 1936 industrial loft, preserves original elements such as exposed brick and maple flooring. New additions include sculptural oak furniture by David Nash, curving custom pieces by Heatherwick studio and a vintage croissant-shaped sofa by Raphaël Raffel. Swirling green rugs cascade from carpeted columns, suggesting paint flowing from ceiling to floor.
Playful and intentional details bring texture and personality to the environment. These include neon signage, graffiti artwork by André and the glowing Longchamp rider logo. The layout has been opened to enhance natural light and provide expansive views of Spring Street, encouraging guests to linger, connect and explore.
Heatherwick Studio’s relationship with Longchamp began in 2004 with the creation of the iconic Zip Bag. That collaboration led to the original design of the SoHo store and continues to shape the evolving retail experience.
Jean Cassegrain, CEO of Longchamp, said:
“With this renovation, Thomas Heatherwick has reimagined the very heart of the store and brought new energy to how we think about retail. Today, retail is moving away from pure functionality to something more emotional and experiential. The vibrant green staircase evokes movement and momentum, while elements like David Nash’s oak sculpture bring a sense of calm and timelessness. This dialogue between authenticity and energy defines the new SoHo boutique. Each design detail adds warmth, surprise and personality to the space.”
Neil Hubbard, Partner and Group Leader of Heatherwick studio, said:
“At Heatherwick Studio, every project begins with a question. For the SoHo boutique, it was simple: how do we encourage people to journey upward from such a narrow entrance? The answer became a kind of architectural landscape, a staircase that feels like a gentle promenade, with sculptural shelving as a reward once you arrive at the top. It’s a concept sparked years ago during our work on La Maison Unique, and it’s thrilling to see how ideas can evolve over time.
“Retail moves fast, but architecture should last. We wanted to create something bold and joyful, yet warm and sustainable—an apartment-like space that invites people to stay. From the swirling green rugs under green-carpeted columns to curved furniture that feels custom but lived-in, everything was designed to feel unified and human. Even the red brick walls downstairs, set to host rotating installations, help ground the space in SoHo’s industrial roots while creating room for surprise.”
Longchamp celebrated the reopening of its reimagined SoHo boutique on 20 May 2025.
