IE University Students Reimagine Brand Storytelling with Longchamp
This academic collaboration focuses on experiential learning, a multidisciplinary perspective, and applied innovation under the guidance of professor Saskia Bostelmann.
Madrid, 30 July 2025 - IE University students have immersed themselves this academic year in the world of high-end retail through the course "Communication Through Objects. Experiencing Luxury," led by IE School of Architecture and Design professor Saskia Bostelmann in collaboration with the Parisian brand Longchamp. The students, who hailed from across the globe, took on the roles of 360º consultants, culminating in a final presentation to the maison’s leadership team.
Rooted in experiential learning, this course invites students to explore how objects function as carriers of identity and emotion in the world of premium retail. The curriculum combines conceptual research, collaborative analysis, and hands-on craftsmanship to examine non-verbal communication and the role of storytelling in consumer engagement, while aiming to translate Longchamp’s DNA - its commitment to artistry and sustainability - into innovative modes of connection.
Professor Saskia Bostelmann emphasizes that each edition is uniquely tailored to current industry challenges. "The goal is always twofold," she explains. "To offer students a real consultancy experience, and to ensure that their work brings tangible value to the brand. It’s not just academic, it’s professional." She adds that "although this course follows the same general structure each year, its content and focus shift in response to the evolving challenges of the retail world".
From leather as a narrative medium to the intricacies of artisan work, students are encouraged to respond to real contexts and propose concepts that are both innovative and potentially implementable. They have direct access to Longchamp’s Madrid team, gaining insider perspective on the brand’s strategy and retail operations, and learning to tailor their proposals to actual business objectives.
As part of the process, students also have the opportunity to name the project and design its visual identity. This year, the chosen name was "Crafting the Future," and the logo, designed by Zoe Ginocchio of IE University, was manufactured and 3D-printed by Dror Arausi, an exchange student.
This edition’s student projects reflected a wide spectrum of cultural insight, business acumen, and design thinking. By mixing profiles from architecture, business, and communication, the course nurtures multidisciplinary collaboration. The diversity of the student body, including participants from academic exchange programs, added depth and global perspective to every proposal.
"Crafted. Painted. Carried." (image on the cover) by Michalina Borowiecka, Soraya Camperio, Roberto García, and Alexandria Goldstein conceptualized a Longchamp in-store activation that fused the tradition of leather craftsmanship with contemporary artistic performance. The team imagined that Madrid-based visual artist Lara Padilla could paint live on Longchamp bags - transforming each piece into a one-of-a-kind, wearable artwork. With its flexibility to adapt across different artists, cities, and budgets, the concept offers Longchamp a traveling format for artistic expression, while remaining rooted in the brand’s commitment to creativity and quality.
"This project made me realize how much power a well-developed concept can hold, even before it’s executed. It pushed me to think not just like a designer or strategist, but like a storyteller," shared Michalina Borowiecka.
"The Legacy of Leather" by Dror Arausi, Anna Bengtsson, Anastasya Krause, Paula Lafrenz, and Arianna Maldonado reimagined Longchamp’s in-store narrative with a mobile activation that spotlighted the brand’s heritage and craftsmanship. Designed to appeal to today’s luxury consumer, the project sought to shift perception away from mass-market associations and reposition Longchamp as an enduring symbol of French artisanal excellence. The multisensory experience featured heritage storytelling, live artisan demonstrations, and environmental cues - from leather textures to signature scents - to anchor visitors in the world of true luxury.
"This project taught me the importance of grounding creative decisions in in-depth research. We realized that Longchamp’s strongest qualities - heritage and craftsmanship - are often underappreciated, and we saw an opportunity to bridge the gap between the brand’s identity and public perception," reflected Paula Lafrenz on her group's work.
"Legacy in Leather Museum" by Boluwatife Adewumi, Grace Cooper, Marlon Mendrzycki Nikita Parrish, and Sophie Rueger was designed as a one-night immersive event at a Madrid-based Longchamp store, featuring live demonstrations, vintage bag displays, and interactive experiences that transformed the space into a museum-like environment. With Instagrammable moments and curated personas like the "Chic Global Explorer," the team strategically targeted Gen Z and millennial consumers through storytelling and sensory engagement to spotlight the brand’s artisanal legacy.
"This experience showed us how creativity and strategy must align. Every detail, down to timing and budget, impacts how the story is told and remembered," shared Nikita Parrish.
Thanks to its applied methodology, multidisciplinary approach, and strong partnership with Longchamp, this elective course continues to serve as a bridge between academia and the high-end retail, ensuring that IE University students are not only prepared for the evolving world of design and branding, but also contributing to shaping its future.