SEOUL FOOD: Lacoste has officially expanded its footprint in South Korea with the opening of its first Café Lacoste in the country, anchored within a striking new four-level flagship store located in Seoul’s vibrant and culturally dynamic Seongsu district. The French heritage brand unveiled the expansive retail and lifestyle destination on Friday, marking a significant milestone in its ongoing global retail strategy.
The launch underscores the brand’s concerted push to elevate its international presence and consumer appeal through immersive, multifaceted spaces. "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.
Guibert noted that the new Seoul flagship serves as a continuation of this strategic momentum, opening in a metropolis that is widely recognized for its extraordinary creative energy and profound cultural influence on the global stage. South Korea remains a vital market for the brand, where Lacoste already commands a robust presence with more than 230 points of sale. The brand’s commitment to the region was further highlighted over the summer when it hosted a high-profile takeover of the pool and outdoor lounge at the Mondrian hotel in Seoul’s bustling Itaewon district, setting the stage for this permanent flagship debut.
Spanning more than 8,000 square feet across four distinct levels, the new Seoul flagship draws direct inspiration from the industrial heritage and historic brick architecture that define the surrounding neighborhood. Often affectionately dubbed the "Brooklyn of Seoul," the Seongsu district has a rich history deeply intertwined with craftsmanship. Originally emerging as a bustling footwear manufacturing hub in the 1960s, the area grew to house major manufacturers alongside a dense, interconnected network of skilled cobblers and materials suppliers.
The neighborhood underwent a significant wave of revitalization in the early 2000s, catalyzed by a major park project that transformed the urban landscape. More recently, Seongsu has evolved into one of the city’s premier hot spots for cutting-edge pop-up shops, contemporary art spaces, and luxury brand flagships, making it the ideal home for Lacoste’s latest retail venture.
Inside the flagship, the interior design pays meticulous homage to both the neighborhood’s industrial roots and the brand’s athletic origins. The color palette heavily features rich terracotta tones that reference both the local historic brick walls and the classic clay tennis courts where the sport’s history was written. These warm earthen hues are complemented by crisp accents of white, serving as a subtle yet deliberate reminder of traditional tennis attire and equipment.
Art and design take center stage throughout the retail journey. Taking pride of place within the store is a monumental installation featuring numerous tennis racquets captured mid-motion, created by New York- and Mexico-based multidisciplinary artist Mauricio Alejo. In addition to international contributions, Lacoste commissioned several talented Korean artists to create exclusive pieces that are thoughtfully displayed across the different levels of the store, reinforcing the brand’s desire to integrate seamlessly into the local creative ecosystem.
The layout of the flagship is organized to guide shoppers through distinct experiential zones. A prominent feature of the store is the dedicated Polo Wall, which puts Lacoste’s signature polo shirt front and center, celebrating the garment that laid the foundation for the brand’s sportswear empire. Across the various retail floors, visitors can explore the complete women’s, men’s, and sports collections. For those looking for a unique touch, a dedicated personalization space allows shoppers to customize a selection of pieces, creating a tailored retail experience.
Furthering the brand’s core objective of serving as a vibrant gathering place for the local creative community, the flagship also incorporates the latest international outpost of the Café Lacoste concept. Designed as an extension of the retail environment rather than a mere afterthought, the café offers a curated selection of specialty beverages and artisanal desserts. Among the menu highlights is the Polo Cake, a playful and inventive culinary interpretation of the signature polo shirt. Additionally, the café offers a line of exclusive merchandise that can only be purchased on-site.
The introduction of Café Lacoste in Seoul follows the successful debut of the concept earlier this year. The very first Café Lacoste opened in February in Paris, featuring a 65-seat space situated on Avenue Franklin-Roosevelt, just a short distance from the iconic Champs-Élysées.
The Seoul opening arrives during a broader period of brand evolution and visual repositioning for Lacoste. In April, the company rolled out a refreshed visual identity, which included an updated evolution of its classic logo alongside respectful nods to its deep corporate archives. These heritage elements incorporated René Lacoste’s actual handwriting and graphics inspired by the work of Robert George, the original illustrator responsible for the brand’s iconic first crocodile sketch. This visual refresh was accompanied by a major global marketing campaign tapping into the celebrated "Life Is a Beautiful Sport" tagline, a memorable phrase that was first introduced to consumers in a prominent 2014 campaign.
The new Seongsu flagship also shares a strategic design ethos with other recent high-profile real estate investments by the brand. In May, Lacoste opened a new flagship in Hong Kong that similarly balanced architectural cues from its dynamic host city with the brand’s enduring tennis heritage. That location found its home in the historic 1920s Grade I-listed Pedder Building, situated in the heart of the city’s bustling Central neighborhood.
With the combination of its expansive retail offerings, localized artistic collaborations, and the debut of Café Lacoste, the Seoul flagship stands as a comprehensive expression of the brand’s modern vision, bridging historical sporting roots with contemporary urban culture.
