LA PLAGE LONGCHAMP, A MUST-VISIT DESTINATION AROUND THE WORLD

Inspired by its Summer 2026 collection Catch the Parisian Wave, Longchamp is turning the beach into a new territory of expression. The House is rolling out La Plage Longchamp via a series of pop-ups and beach takeovers in emblematic summer destinations from Australia to Asia and Europe.

Envisaged as an immersive experience open to the public, La Plage Longchamp celebrates a sun-drenched, free-spirited art de vivre, an encounter between Parisian elegance and surf culture. Each stopover is an opportunity to discover the Summer 2026 collection within pop-up installations evoking a beach lifestyle.

Within this refreshing décor, striped deck chairs, beach rackets, kites and beach volleyballs are an invitation to relax. Further adding to the am biance are special-edition Longchamp surfboards, embodying a spirit of freedom and dynamism. Here and there, the Longchamp summer logo depicts the iconic racehorse, with flowing mane and tail, riding the wave with flair and panache. An evocation of the energy of surf culture, the logo also features on an array of Summer 2026 ready-to-wear pieces, which are on show for the occasion – a chance to discover Longchamp designs in a novel context, between laziness and vitality.

Throughout the season, La Plage Longchamp is experienced as an open-air summer celebration, brought to life through a dynamic and immer sive program of activities that blends well-being, creativity, and shared moments.

After a first stop in Australia at The Nielsen Beach Club, the birthplace of surf culture, La Plage Longchamp travels to Thailand (The Surin Phuket Hotel) from March 23 to April 6, then to Portugal in Comporta from April 13 to 16, during an exclusive influencer trip, and finally to Taiwan, in Kenting, from May 8 to June 14.

An exclusive regional influencer trip was also hosted in Phuket from March 24 to 26, giving guests across Asia a sun-filled getaway. Friends of the Maison included Hong Kong actress Mandy Tam, fashion influencer Tina Wong, Thai actress Baipor Thitiya, and Japan twin duo AMIAYA etc.,The beach becomes a place of expression, where moments flow naturally, in a gentle rhythm of warmth, togetherness, and quiet escape.

At the same time, a series of pop-ups will set the pace for Longchamp’s summer: in Germany, in Hamburg (Alsterhaus) from March 2 to April 25, in the Netherlands, in Amsterdam (de Bijenkorf) from March 17 to April 26, in South Korea, in Busan (Shinsegae Department Store – Centum City) from April 7 to 19, and in the United Kingdom, in London (Sloane Square) from April 28 to May 12.

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