Fans of the beloved French crocodile brand are in for a fun surprise. Lacoste just opened a new U.S. flagship store in the heart of New York City’s Soho. Located at 541 Broadway, the flagship shop focuses on art and innovation, offering more than an opportunity to shop for the brand’s legendary staples of sportswear, accessories and footwear.
The Broadway boutique was redesigned with one goal in mind: creating communal experiences by partnering with the local community. It's Lacoste's intention that the modern space provide a more engaging customer experience, integrating partnerships and creative collaborations with leading minds in culture as well as brands with the hospitality, food, fashion and beauty space.
In a big move to draw curious style minds, the shop features a customization station where customers can create unique items and hang out for special guest panel discussions. This customization area is set to host a constant rotation of digital services and designs, so there's always a reason to stop by.
The 4,660-square-feet space was totally reinvented. It's historic facade now gives way to an open concept with a street-market feel and strong architectural elements with refined metal, concrete and wood finishes. The project was a collaboration between the Paris-based Lacoste Architecture Design team and Big Apple architecture firm Design Republic, who sought to recreate a “New York meets Paris” kind of spirit. Owl Studio was tasked with the lighting design, and ARMO supplied millwork.
The boutique’s design sits at the juncture of sports and fashion. At the entrance, a footwear pop-up transports customers to the courts with a unique installation and layout, and when trying on elegant pieces, the fitting rooms draw inspiration from a canister of freshly-opened tennis balls.
The store's signature polo wall is sorted into the three categories "dressy," "street," and "weekend." Lacoste is prepped to play into the recent streetwear aesthetic among the season’s new styles.
The Lacoste U.S. flagship is open now. See pictures of the space below, and learn more via Lacoste's website.