Among the glittering storefronts on the Champs-Élysées now goes the new one of Lacoste. Which at No. 50 on the well-known Parisian luxury street is opening a three-story flagship with an area of 17,200 square meters. The opening of the new store in one of the world’s fashion centers also ties in with another top event in France, namely the start of Roland Garros, a Grand Slam tennis tournament whose official start is scheduled for Sunday, May 22.
Inside, the space houses the main Lacoste men’s and women’s collections, as well as a custom service station where patches, embroidery and lace fastenings can be added to garments, shoes and accessories by Lacoste in just ten minutes. Next door is also an area dedicated to sustainability, with the brand opening a take-back program for old products and selecting hangers made from recycled materials throughout the store. On sale are the latest collections and all kinds of outfits designed by creative director Louise Trotter.
The new Lacoste space thus becomes the de facto largest store of the Maus Frères-owned brand in Paris, surpassing in size the historic store in the Bastille district. In fact, Lacoste’s space on the Champs-Élysées is four times larger, and a two-year overhaul was required for its construction. Indeed, there was once a cinema at 50 avenue Champs-Élysées, built in the 1960s by the Gaumont production company.
In celebration of the facility’s past, inside the store is a neon sign reading “Lacoste fait son cinéma,” affixed above the entrance to an interactive tunnel with tennis balls projected onto the floor. The cavity leads to another room dedicated to the brand’s tennis, golf, and sportswear offerings. The brand’s link with the world of racquets is historic and has entered the collective imagination of sportswear, so much so that the choice to open in the week of Roland Garros, one of the most coveted tennis tournaments in the world, is also a way to enhance this liaison between Coccordillo polo shirts and the yellow ball.