La Maison Unique | Heatherwick Studio

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.

Longchamp celebrated the reopening of its reimagined SoHo boutique on 20 May 2025.