The 1,722-square-foot shop is an elegant study in wood, lacquer, glass and leather, and features a feminine enclave for the brand's growing ready-to-wear collection that "doesn't exist in any other U.S. store," said Stephanie Disegni, chief executive for Longchamp North America.
Disegni added that the boutique's design showcases the brand's newest store concept, which launched last year in New York.
FOR THE RECORD:
Longchamp: The Longchamp boutique that opened at South Coast Plaza on July 11 is the first in Southern California, not the first on the West Coast as had been reported in the July 10 Shopping column. Longchamp also has a boutique in San Francisco. —
The new design is part of Longchamp's efforts to reposition the brand as more fashion-forward, while still showcasing its history (the label was founded in Paris in 1948 by Jean Cassegrain, and is still owned and managed by the Cassegrain family.)
Though the brand — which boasts an uncommonly wide price range for a luxury label, with bags priced from about $100 to $1,200 — is popular among fashion magazine editors and French women, it still hasn't reached Louis Vuitton-level popularity, a fact the company hopes to alter as it grows.
The O.C. store employs Longchamp's most emblematic hallmarks, such as Veau Foulonné leather and the LM-print motif, in its décor, and features all of its buzz-y bags, including the Gatsby (a framed leather bag), the Imperial (a slouchy carry-all), the Légende, (a ladylike, structured purse), the Cosmos (a chic bucket bag) and the Gloucester (a luggage-inspired bag co-designed by Kate Moss).
Disegni intimated that the company had been interested in a different location in Southern California, saying, "This great opportunity presented itself at South Coast Plaza and we couldn't pass it up."
She added, "Orange County is very affluent, and the customer there is the customer who … appreciates luxury, and that is our customer."
3333 Bristol St., second level between the Jewel and Carousel Courts, Costa Mesa. (714) 436-1963. 10 a.m. to 9 p.m. Monday through Friday; 10 a.m. to 8 p.m. Saturday; 11 a.m. to 6:30 p.m. Sunday.
O'Neill: Surf and youth lifestyle brand O'Neill has opened a new Santa Monica store inspired by founder Jack O'Neill's oceanfront home. Sporty, performance products are mixed with trendy apparel and accessories, while the décor showcases artwork from O'Neill employees and includes vintage O'Neill advertising campaigns.
131 Broadway, Santa Monica. Open 9 a.m. to 9 p.m. daily.
Blvd Spa: Studio City's Blvd Hotel has opened an intimate spa featuring three treatments rooms for face and body treatments including Swedish, hot stone and deep-tissue massages and custom facials.
10730 Ventura Blvd., Studio City. (888) 885-2583. 9 a.m. to 8 p.m. Monday and Tuesday; 9 a.m. to 9 p.m. Wednesday and Thursday; 9 a.m. to 6 p.m. Friday and Saturday; 10 a.m. to 4 p.m. Sunday.