<\/p>\n
\n\tSEOUL FOOD: Lacoste has opened its first Caf\u00e9 Lacoste in South Korea, set in the new flagship in Seoul\u2019s creative Seongsu district that the French brand unveiled Friday.<\/p>\n
\n\t\u201cOur continued development of flagships around the world reflects our ambition to strengthen Lacoste\u2019s international presence and desirability, while offering increasingly distinctive brand experiences,\u201d said Thierry Guibert, who returned as chief executive officer of the tennis-centric brand in October.<\/p>\n
\n\tThe Seoul flagship, he added, continues that momentum in a city \u201crenowned for its creative energy and cultural influence.\u201d 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\u2019s Itaewon district.<\/p>\n
\n\tSpanning more than 8,000 square feet over four levels, the new Seoul flagship draws on the area\u2019s industrial heritage and historic brick buildings.<\/p>\n
\n\tOccasionally dubbed the \u201cBrooklyn of Seoul,\u201d 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.<\/p>\n
\t\t\t\t\tThe new Lacoste flagship in Seoul.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Lacoste<\/p>\n
\n\tThe interiors play on terracotta tones that nod at once to the neighborhood\u2019s brick walls and clay tennis courts, with white as a further reminder of the sport.<\/p>\n
\n\tTaking 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.<\/p>\n
\n\tAnother feature is the Polo Wall, which puts the signature polo shirt front and center. Throughout the retail spaces are the women\u2019s, men\u2019s and sports collections. A selection of pieces can also be customized in a dedicated personalization space.<\/p>\n
\n\tFurthering the brand\u2019s aim to offer a destination for the local creative community, the store also includes the latest outpost of its Caf\u00e9 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.<\/p>\n
\n\tThe first Lacoste Caf\u00e9 opened in February in Paris, a 65-seat space on Avenue Franklin-Roosevelt near the Champs-\u00c9lys\u00e9es.<\/p>\n
\n\tIn April came a new visual identity, notably with an evolution of its logo and nods to its archives including Ren\u00e9 Lacoste\u2019s 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 \u201cLife Is a Beautiful Sport\u201d tag line, first introduced in a 2014 campaign, was also rolled out.<\/p>\n
\n\tA new Hong Kong flagship, which follows a similar ethos of balancing architectural cues from its host city and Lacoste\u2019s tennis heritage, opened in May in the 1920s listed Grade I historic Pedder Building in the city\u2019s Central neighborhood.<\/p>\n
\t\t\t\t\tThe Caf\u00e9 Lacoste with outdoor seating.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Lacoste<\/p>\n
#Lacostes #Seoul #Flagship #Includes #Caf\u00e9 #South #Korea<\/p>\n","protected":false},"excerpt":{"rendered":"
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