Lacoste opens new store concept at Westfield White City

Lacoste has unveiled a new global store concept at Westfield White City today and is marking the occasion with an exhibition marking the French premium lifestyle brand's heritage.

The concept has been designed to "elevate and reflect a stronger brand identity" for Lacoste and the UK has been chosen as the location for its debut due to the continued growth the brand has seen in the market over the past five years. It will be rolled out globally throughout 2017.

"The new Lacoste store is designed to create a unique human and customer experience. Twinned with our new brand campaign, they form strong pillars to aid in our premiumisation strategy of the brand," said CEO Thierry Guibert.

Features of the 140sqm store include The Polo Wall featuring the brand's signature item and digital content is on show throughout the store providing in-depth information on the collections and the brand's history. In an homage to René Lacoste’s locker room at Chantaco, collections are displayed in sections while natural wood and leather details reference tennis rackets of old. Widespread use of white and green reflect the brand's key colours and those of a tennis court. The store will sell men's, women's, kids, sports and accessories collections.

A portrait of Rene Lacoste from the exhibition

The "L for Legend, L for Lacoste" exhibition will run in the atrium of Westfield until 11 June and celebrates the brand's history since its founding in 1933 by French tennis legend René Lacoste. It marks the brand's milestones beginning with the iconic L.12.12 polo shirt, which was conceived by Lacoste to give him more movement while playing tennis.

Other items on display include René Lacoste’s tennis trophies, vintage tennis apparel, a one-of-a-kind polo created in collaboration with Brazilian design duo the Campana brothers and artistic interpretations of the famous Lacoste crocodile.