Located in the Omotesando neighborhood, the tower will house Longchamp’s biggest store in the country to date, as well as a showroom and headquarters for its subsidiary there.
The tower will feature metallic paneled walls and an art theme, which will showcase different images to onlookers depending on where they stand. More importantly for Longchamp, the brand’s logo will be displayed at the top of the building.
“It’s a superb project for which we’ve been hoping for several years,” Longchamp chief executive officer, Jean Cassegrain told WWD in an interview.
“The difficulty was finding the right location, because demand for property in the area is very high, and new locations rarely come onto the market…. We had the opportunity to get involved here very early in the construction process and brand the building completely.”
Longchamp already has two boutiques in Tokyo, in Omotesando and Ginza. The first smaller store will close to make way for the new flagship, set for a soft opening in September before being inaugurated in October.
After entering Japan nearly 70 years ago, the Asian nation is Longchamp’s third biggest market behind the US and France.
In total, Longchamp has around 60 sales points across Japan.