French accessories retailer and brand Longchamp has opened its largest store to date in the heart of London’s West End .

Longchamp, the upscale French accessories business, opened ithe shop yesterday on Regent Street. The 550 sq m store trades from three floors and features a design created by the in-house team.

Features include a large wall with video screens behind the ground floor cashdesk, a kinetic yellow sculpture on the first floor and a wall of colour-blocked small bags.

Longchamp already operates standalone stores on Bond Street and in Westfield London. The Regent Street branch is intended to be the flagship until a larger store, of around 700 sq m opens on the Champs Elysees in Paris in 2014.

The new store replaces the Diesel Village pop-up, which traded from the site for three months earlier this year.