Longchamp captures the spirit of summer with “La Plage Longchamp,” an exclusive beach club experience set at The Surin Phuket from March 24 to April 6, 2026. As part of the brand’s global Beach Takeover initiative, the project highlights key seaside destinations around the world through immersive pop-ups and curated coastal experiences. Inspired by the Summer 2026 collection, “Catch the Parisian Wave,” the concept reflects the beauty of the ocean, rolling waves, and radiant sunlight, expressed through a vibrant palette of sunset pinks, lagoon blues, and fresh mint greens—evoking a sense of freedom and effortless Parisian charm.

Designed as a new kind of seaside escape, La Plage Longchamp offers visitors an opportunity to step into the brand’s universe, where Parisian elegance meets beachside living and surf culture. The space is styled with signature elements such as striped deck chairs, beach accessories, and an inviting atmosphere that encourages guests to unwind in style.

At the heart of the experience is a dedicated pop-up showcasing standout pieces from the Summer 2026 collection, including the exclusive “Le Pliage Du Monde Phuket,” a special-edition travel bag created specifically for Thailand. The design reflects the theme of travel and global inspiration, blending functionality with contemporary aesthetics.

To mark the occasion, Longchamp welcomed over 27 special guests from 11 countries across Asia, including China, Hong Kong, Japan, the Philippines, Indonesia, Vietnam, Malaysia, Singapore, Taiwan, South Korea, and Thailand. Among the Thai guests were Minnie Phantira Pipityakorn, Yam Matira Tantiprasut, Baipor Thitiya Jirapornsilp, and Fairy Kirana Pipityakorn, who joined the experience from relaxing beachside moments to boat excursions to nearby islands—fully immersing themselves in the coastal lifestyle and local culture.

Through La Plage Longchamp, the brand brings to life a summer narrative that blends freedom, joy, and refined Parisian elegance against the idyllic backdrop of Phuket.