Lacoste opens doors to new Regent Street flagship
Like Lacoste Arena, the label’s Paris flagship that opened in 2022, the space at 182 Regent Street is “designed to embody the beating heart of all Lacoste cultures”.
It comes ahead of the opening a new flagship space in New York in 2024 and one in Asia, although the company hasn’t specified where it will be
The new store is now the largest space for the brand in Britain and the company said it “becomes a meeting place where everyone's personalities and styles will resonate individually or collectively”.
Covering 900 sq m, it has as many as 4,000 pieces on display. They include those for which it’s best known, including the polo shirt. This can be seen through a Polo Wall area “expressing the know-how, mastery and creativity of this piece invented by the founder of Lacoste, which is celebrating it’s 90th birthday this year”.
There’s also a “powerful” footwear area, golf, tennis and fitness performance collections, and women's, men's and kids’ ready-to-wear.
And shoppers can find customisation services “for Crocodile essentials with special colours, initials and cuts, as well as a dedicated space for top customers and the services of a personal shopper”.
More and more high-end labels are including VIP areas in their stores, although it’s something that’s much more common not far away on Bond Street rather than on Regent Street.
Aside from the products and services on offer, the store has an exclusive piece of art designed by Japanese artist HAYU. It represents a wire crocodile “reminiscent of a tennis court, as well as a wooden ceiling that also reflects its codes”. The visitor passes between the spaces via an immersive tunnel with interactive screens and lit arches.
Lacoste’s deputy CEO Catherine Spindler said London is “one of the most vibrant and cosmopolitan cities in the world” and the opening is “a strong signal to our international aficionados”.
She added that as with the Paris flagship, 182 Regent Street “reflects our ambition to reinvent the customer experience, offering our communities unique experiences in exceptional and unifying locations”.
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