Inspired by its Summer 2026 collection that is aptly titled Catch the Parisian Wave, Longchamp is kicking things up a notch by wading into a new territory of expression through a series of pop-ups and beach takeovers across emblematic summer destinations from Australia to Asia and Europe.
Conceptualised as an immersive experience, La Plage Longchamp celebrates a sun-drenched, free-spirited encounter between Parisian elegance and surf culture, offering you an opportunity to discover the Summer 2026 collection within pop-up installations that evoke a beach lifestyle.
Within the space, you’ll find striped deck chairs, beach rackets, kites and beach volleyballs, alongside special-edition Longchamp surfboards, that embody a spirit of freedom and dynamism, while inviting you to relax.
For summer, Longchamp’s logo is depicted with the iconic racehorse and its flowing mane and tail, riding the wave with flair and panache — an evocation of the energy of surf culture. This logo also features on a lineup of Summer 2026 ready-to-wear pieces, that are on show at the pop-up, to give you a chance to discover Longchamp designs in a novel context.
Throughout the season, La Plage Longchamp is an open-air summer celebration that is brought to life through a dynamic and immersive program of activities, blending well-being, creativity and shared moments.
The beach takeover has already made two stops in Australia at The Nielsen Beach Club and in Thailand at The Surin Phuket Hotel, and will happen at the Comporta in Portugal from 13 to 16 April before concluding at Kenting in Taiwan from 8 May to 14 June.
At the same time, Longchamp has also rolled out the accompanying pop-ups in Hamburg, Germany (now to 25 April); Amsterdam, Netherlands (now to 26 April); Busan, South Korea (now to 19 April), and London, UK (28 April to 12 May).
