Lacoste opens new flagship store in Seoul creative district Seongsu
French brand Lacoste has opened a new flagship store in Seoul. Located in the Seongsu district, one of the creative hubs of the South Korean capital, the venue spans more than 800 square metres and houses the first Café Lacoste in Korea alongside its collections.
With this opening, the company, which is part of the Swiss MF Brands Group, continues the expansion of its global flagship network. Lacoste combines fashion, sport, art and lifestyle within the store, aiming to create a brand experience tailored specifically to the location.
“The continued expansion of our flagship stores worldwide reflects our ambition to further strengthen the international presence and appeal of Lacoste, while creating increasingly bespoke brand experiences,” said Thierry Guibert, chief executive officer of Lacoste. “With the new flagship store in Seoul, we are continuing this journey in a city renowned for its creative energy and cultural influence.”
Terracotta and white as design principle
The store concept draws on the industrial past of Seongsu, where historic brick buildings shape the character of the neighbourhood. The interior design centres on two colours: terracotta references both the red brick facades and the clay courts of Roland-Garros, while white reflects the classic codes of tennis.
In the entrance area, Lacoste showcases a large-scale installation by artist Mauricio Alejo depicting tennis rackets in motion. Exclusive works by Korean artists are also on display, interpreting the brand's aesthetic from their own perspectives.
Polo wall, personalisation and café
At the heart of the retail space is the polo shirt, which is presented on a specially designed Polo Wall. Dedicated areas are reserved for the womenswear, menswear and sportswear collections. A personalisation service allows customers to customise selected products.
Café Lacoste offers beverages, desserts and exclusive merchandise, including the “Polo Cake”, a cake shaped like the signature polo shirt. Furthermore, Lacoste plans to host an events programme in the store centred around fashion, art and culture, aimed at the local creative scene.
According to the company, Lacoste operates a network of 1,100 stores across 98 countries.