In 2010, the only LONGCHAMP concept store of the time opened on Aoyama Dori. In response to a request for an "interesting shop with an event", conceptualisation of the flashes in a photoshoot with Kate Moss, an image model at the time, inspired the key feature. Installed on the façade a strobe emitting intense light, a vibrant flash, creates a striking impact. Glass doors diagonally frame the entrance, widening the storefront to create a welcoming entry. Furniture designed with seasonally changeable fabrics convey the themes of LONGCHAMP collections.