Longchamp x Toiletpaper

My Beautiful City turned Longchamp’s London flagship into a surreal playground for the TOILETPAPER collaboration, bold graphics, colour-blocked surfaces and oversized motifs re-skinned windows, walls and fixtures. Capsule pieces were styled on clean, editorial plinths with mirrored and acrylic accents so product read crisply on camera. Throughout the store, photo-led vignettes (think punchy backdrops and cheeky still-life sets) encouraged organic capture and quick social cut-downs. Arrivals, wayfinding and in-store hospitality were plotted for steady circulation from hero install to product try-ons and a gifting moment for VIPs and creators, an image-first launch that matched TOILETPAPER’s pop-absurd energy with Longchamp’s fashion finish