French sportswear brand Lacoste recently opened a new flagship store on Regent Street in London. The new store replaces the previous flagship in Knightsbridge and spans two floors with 9,700 square feet of space, featuring 4,000 pieces on display. The brand celebrated the launch with an immersive event that took guests on a journey to an underground playground engulfed with projections and lasers. The evening included a surprise performance by Bugzy Malone and was attended by friends and family of the brand, including Wilfried Zaha, Jordon Wifi, CKTRL, and Hana Martin.

Catherine Spindler, deputy chief executive officer of Lacoste, said in a statement, “For us, this opening is a strong signal to our international aficionados. As we did with Lacoste Arena in Paris, 182 Regent Street reflects our ambition to reinvent the customer experience, offering our communities unique experiences in exceptional and unifying locations.”

Lacoste’s new flagship store pays homage to the brand’s connection to tennis and features a unique Polo wall in the center of the store. The store offers a wide range of men’s and women’s tennis, golf, fitness, and lifestyle apparel and footwear. In addition, the brand offers custom clothing with unique colors, monograms, and silhouettes.

Regent Street is a historic street in London, known for its shopping, entertainment, and cultural events. The new flagship store is in a prestigious location, surrounded by other flagship brands. The store’s opening comes as Lacoste celebrates its 90th anniversary.

Embodying the brand’s unique spirit, Lacoste’s new flagship store is now open to the public. The store offers a reinvented customer experience, reflecting the brand’s ambition to provide its communities with exceptional and unifying experiences in prime locations.