Longchamp is renovating its flagship store on rue Saint-Honoré in the heart of Paris. During the renovations, the store will be covered with a tarp decorated with a spectacular work of art by American artist Ryan McGinness starting April 2016.
Jean Cassegrain, Longchamp CEO of and the founder's grandson, clarifies: "Renovations of this magnitude in such a conspicuous location need something spectacular that go beyond a simple tarp. Our brand is all about the unexpected, and this completely unconventional and innovative project is a perfect example. I met Ryan ten years ago in New York and I've been following his work ever since. When we decided to do a spectacular building tarp, we immediately thought of Ryan. His work has an energy to it that is in harmony with this prestigious corner address.
In 2007 New York’s Museum of Modern Art, MOMA wrote of Ryan’s work, “Plant life. Logos and symbols. Fairy tales and everyday scenes. Family crests and coats of arms. These are a few of the disparate subjects that McGinness fragments, alters, and layers to build his dense networks of brightly colored fantastical imagery.
"This iconic store truly is the heart of Longchamp”, continues Jean Cassegrain. "It was at the Rue Saint-Honoré that our House began its development across the world, while affirming its Parisian roots. Our retail area will be significantly expanded thanks to these renovations, marking a new phase in our House’s development. The Longchamp values of creativity and craftsmanship are highlighted by this partnership, which brings together a contemporary artist and a building classified as a historical monument. Behind Ryan’s oversized artwork, craftsmen with skills dating back to the middles ages will work carefully to restore the 18th century facades. This ability to combine innovation and know-how perfectly captures the spirit of our fashion house."
Located on the corner of two very busy streets in the middle of downtown Paris and just a few dozen meters from Place de la Concorde, the Art piece will be visible early April.