SEOUL FOOD: Lacoste has opened its first Café Lacoste in South Korea, set in the new flagship in Seoul’s creative Seongsu district that the French brand unveiled Friday.
“Our continued development of flagships around the world reflects our ambition to strengthen Lacoste’s international presence and desirability, while offering increasingly distinctive brand experiences,” said Thierry Guibert, who returned as chief executive officer of the tennis-centric brand in October.
The Seoul flagship, he added, continues that momentum in a city “renowned for its creative energy and cultural influence.” Lacoste has more than 230 points of sale in South Korea and over the summer, took over the pool and outdoor lounge of the Mondrian hotel in Seoul’s Itaewon district.
Spanning more than 8,000 square feet over four levels, the new Seoul flagship draws on the area’s industrial heritage and historic brick buildings.
Occasionally dubbed the “Brooklyn of Seoul,” Seongsu emerged as a footwear hub in the 1960s, with major manufacturers and a dense network of cobblers and materials suppliers. In the early 2000s, it underwent a revitalization led by a major park project in the district and more recently, became a hot spot for pop-up and luxury brands.
The new Lacoste flagship in Seoul.
Courtesy of Lacoste
The interiors play on terracotta tones that nod at once to the neighborhood’s brick walls and clay tennis courts, with white as a further reminder of the sport.
Taking pride of place in the store is a monumental installation of tennis racquets captured in motion by New York- and Mexico-based multidisciplinary artist Mauricio Alejo. Korean artists have also been commissioned for pieces displayed throughout the store.
Another feature is the Polo Wall, which puts the signature polo shirt front and center. Throughout the retail spaces are the women’s, men’s and sports collections. A selection of pieces can also be customized in a dedicated personalization space.
Furthering the brand’s aim to offer a destination for the local creative community, the store also includes the latest outpost of its Café concept. In addition to a selection of beverages, desserts such as the Polo Cake, a playful culinary interpretation of the signature polo shirt, it will offer exclusive merchandise.
The first Lacoste Café opened in February in Paris, a 65-seat space on Avenue Franklin-Roosevelt near the Champs-Élysées.
In April came a new visual identity, notably with an evolution of its logo and nods to its archives including René Lacoste’s handwriting and graphics in line with the work of Robert George, the illustrator behind the first crocodile sketch. A global campaign that tapped in the “Life Is a Beautiful Sport” tag line, first introduced in a 2014 campaign, was also rolled out.
A new Hong Kong flagship, which follows a similar ethos of balancing architectural cues from its host city and Lacoste’s tennis heritage, opened in May in the 1920s listed Grade I historic Pedder Building in the city’s Central neighborhood.
The Café Lacoste with outdoor seating.
Courtesy of Lacoste
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