Longchamp turns Sloane Square into a surf-inspired pop-up
Longchamp has launched a temporary pop-up experience in Sloane Square, introducing a surf-inspired concept infused with Parisian style.
Running until 12 May and open daily from 10am to 7pm, “La Plage Longchamp” is designed as a seasonal space combining food, culture and retail.
Visitors can explore a menu of summer-inspired drinks and ice creams, including options such as kalamansi lemonade, vanilla coconut matcha and a Blue Gaze smoothie.
In addition to its retail and hospitality offering, the pop-up features complimentary workshops that can be booked via Eventbrite. These include activities like shell painting and watercolour sessions led by artists, aimed at providing guided creative experiences.
Other elements include an interactive Mölkky game, Polaroid photography with customisable stickers, and live DJ sets on selected evenings, including over the bank holiday weekend. Music is played from a campervan installation, reinforcing the beach-themed atmosphere.
The activation supports the brand’s SS26 collection, presented as a seasonal capsule intended for travel, city wear and holidays, with items available to purchase on-site.
Stephanie Azan, Managing Director UK&I for Longchamp, told TheIndustry.fashion: "We’re inviting people into the Longchamp world to discover the Maison’s craftsmanship, energy and Parisian spirit up close, in a way that feels both fresh and accessible.
"Sloane Square provides the ideal backdrop: vibrant, stylish and rich in culture. Through this pop-up, we aim to spark new conversations, engage new audiences, and offer our loyal customers a chance to rediscover Longchamp in a more immersive and dynamic setting.
"Ultimately, it’s about building meaningful relationships and turning moments into lasting impressions."
