Lacoste's New London Flagship Marks New Beginnings
With a new creative director announced earlier this year, the French sportswear brand's second flagship store focuses on the future of the consumer experience.
With a new creative director announced earlier this year, the French sportswear brand's second flagship store focuses on the future of the consumer experience.
This week Lacoste lands in London, opening the doors to their new flagship store. An expansive space on the popular shopping destination of Regent Street, the store focuses on Lacoste's sportswear origins through art and installations, as the brand prepares to reveal new creative director Pelagia Kolotouros's debut collection later this year.
Entering through Lacoste crocodile-green front doors, shoppers will travel through interactive screen tunnels to experience footwear, golf, tennis and fitness collections. The iconic Lacoste polo shirt celebrates 90 years with a dedicated 'Polo Wall', whilst as the brand's Crocodile logo 'essentials' line can be customised in store. At the heart of the store is an art installation by the Japanese artist HAYU, celebrating the crocodile and nodding back to the tennis court, where it all started.
The opening of Lacoste's London flagship follows from Lacoste Arena which launched in Paris last year. 'For us, this opening is a strong signal to our international aficionados. 182 Regent Street reflects our ambition to reinvent the customer experience, offering our communities unique experiences in exceptional and unifying locations. In the same spirit, we are also planning to open a new space in New York in 2024 and in Asia,' Catherine Spindler, Deputy CEO of Lacoste, told press. Spindler also revealed plans to expand into Asia, plus a store coming to New York next year.
Lacoste Boutique:
182 Regent Street, W1B 5TH, London