Longchamp opens its Maison de Famille in Shanghai with [Ai]magination

At a time whenartificial intelligence is profoundly transforming fashion, Longchamp is reaffirming its identity through a project combining heritage and innovation. For the opening of its Maison de Famille in Shanghai, the Parisian fashion house has teamed up with [Ai]magination, the AI creative studio of the Fred & Farid group, already recognized for its achievements blending storytelling and digital aesthetics. This collaboration illustrates the growing power ofgenerative AI in luxury brand communications, where each image becomes a vector of emotion, experience and artistic coherence.

For Artcare, a pioneering studio in the development of AI virtual mannequins and immersive experiences, this project embodies the perfect convergence of technology, culture and brand identity. By integrating creative AI tools into visual storytelling, houses like Longchamp are redefining the standards of contemporary luxury, placing personalization and digital poetry at the heart of their discourse.

AI-enhanced scenography

Inaugurated on October 30, 2025 in Shanghai's former French Concession, the Maison de Famille Longchamp is much more than a boutique: it's a residence of French art de vivre. To mark the occasion, the [Ai]magination Shanghai teams created a digital film broadcast on Instagram, WeChat, RedNote and TikTok. The spot celebrates the encounter between the timeless elegance of Longchamp and the creative energy of Shanghai, fusing live action shots and AI-generated visuals.

This type of production illustrates a major mutation in luxury communications: images are becoming fluid, scalable, designed for screens and emotions. Thanks to AI, brands can now produce content with high artistic value in record time, while preserving their visual identity. The tool becomes a natural extension of the creative gesture - an assistant to inspiration and brand consistency.

AI virtual mannequins: the new ambassadors of the home

In this context, AI virtual mannequins are emerging as key players in digital luxury. Their flexibility enables them to embody the values of a house while adapting to different markets and channels. In a country like China, where consumers are looking for personalized, immersive experiences, these avatars open up new possibilities: multicultural campaigns, "virtual try it on", and interactive content without the constraints of physical production.

For brands such as Longchamp, this approach makes it possible to combine authenticity and modernity, creating digital ambassadors capable of engaging with local audiences without betraying French heritage. In this way, AI becomes asensitive acculturation technology, capable of translating an aesthetic into different cultural contexts without distorting it.

Strategic impact: towards experiential AI fashion

Strategically, the use of AI in fashion is no longer a matter of experimentation, but of scaling up visual storytelling. The opening of Maison de Famille in Shanghai is part of a trend in which luxury brands such as Louis Vuitton, Balenciaga and Dior are focusing on experiential flagships combining architecture, gastronomy, art and immersive technologies. AI adds a new emotional dimension: co-creation between brand, designer and machine.

Thanks to these tools, art departments can simulate concepts, visualize collections in different universes or create tailor-made campaigns based on the behavior of digital audiences.AI becomes a lever for global consistency, linking creative vision and marketing performance, while reducing production cycles.

Artcare: designing emotion in the age of AI fashion

A pioneering AI R&D studio for fashion and luxury goods, Artcare helps brands create augmented visual identities, virtual mannequins and generative e-commerce experiences. Through its projects, Artcare demonstrates that technology can sublimate human sensibility rather than replace it.

The example of Longchamp and [Ai]magination shows how well integrated artificial intelligence can become a sensitive and coherent storytelling tool. By connecting the imagination of brands with the power of algorithms, fashion is entering a new era: that of intelligent aesthetics, where emotion, durability and personalization combine to reinvent the relationship between house and consumer.

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