Longchamp launches its treasure hunt across the world
An immersive experience where fashion, urban exploration and curiosity come together, from Paris to Shanghai
To mark the launch of the Be Curious Autumn 2026 collection, Longchamp invites you to see the world through a fresh lens, boldly, openly and instinctively. More than just a collection, this season captures a state of mind: that of a free, curious woman on the move, exploring cities like uncharted territories. To make this vision a reality, the Maison has come up with a brand-new international adventure—an immersive treasure hunt in six cities across the world: Paris, Munich, Madrid, Shanghai, Hong Kong and Kuala Lumpur. An exclusive experience inviting participants to discover, connect and share. In France and China, Public Days will open up this adventure to members of the wider public, upon registration.
A story of roaming curiosity
With Be Curious, Longchamp celebrates the Parisienne adventurer: a worldly woman amassing new horizons and encounters alike. With a Le Pliage bag on her shoulder, she sets off on a whim, driven by a longing to discover, share and be amazed. Each piece in the collection represents this journey: monochrome silhouettes inspired by the technical world, natural materials, and colours drawn from landscapes—lichen, mocha, sky blue and pecan. Embroidered talismans, collected along the way, adorn bags like fragments of lived stories. The Longchamp treasure hunt brings this vision to life. It brings the spirit of the collection to the city: an urban realm made playground. Here curiosity becomes motion, exploration becomes experience, and each stage embodies one of the Maison's founding values: authenticity, creativity, optimism and openness.
An immersive experience with clues and encounters
It all begins in store. At the heart of the Longchamp universe, the participants—and friends of the Maison—come together in a friendly, welcoming setting. There, they customise their Champion, a unique travel companion, and receive their travel journal, a key part of the adventure. Then, at last, the city is theirs to roam. Led by a series of clues to work out, they set off on a journey full of unexpected stops: a workshop where materials are shaped into fine pieces; a bookshop concealing a hidden message; a café to stop at and take a closer look; a photo lab where an image slowly reveals itself. Each place becomes an experience, each experience a living interpretation of Longchamp's values. As the journey continues, clues are revealed: in a journal, through a chance encounter, or even in the hands of an unlikely character. The game builds like a moving story, where intuition and curiosity guide each step. Blending functional elegance and free-spirited charm, Longchamp looks designed for adventure keep pace with our explorers.
The participants capture every moment, recording their Champion at each stage like a visual thread woven through their journey. At the end of this journey through the cityscape, all routes lead to a secret location. The treasure hunt culminates in a warm gathering: a timeless interlude inspired by moments shared around a fire. Live music, spontaneous chatter and shared recollections: the experience continues in a vibrant, intimate setting where community spirit comes into its own. Here, curiosity becomes connection. It brings people together, fosters exchange and forges unexpected bonds. Evoking the collection, it imagines a world that is open, alive and deeply human. A world that belongs to the curious.
