Lacoste strengthens presence in Asia with new flagship in Seoul

A few days after presenting its autumn/winter 2026 collection for a second time in Shanghai, Lacoste is once again demonstrating its commitment to the Asian market with a new store in Seoul, South Korea.

Announced on November 2, 2026, this flagship spanning over 800 square metres is located in Seongsu, one of the most dynamic districts in the South Korean capital's creative scene. The space combines retail, art and hospitality. It features bespoke art installations, a personalisation service and the country's first Café Lacoste. The crocodile brand translates its heritage codes into a format designed for a local audience receptive to experiential retail concepts.

“The development of our flagships around the world reflects our ambition to strengthen Lacoste's international presence and desirability,” explains Thierry Guibert, chief executive officer of Lacoste, in a statement. According to Guibert, these points-of-sale play a decisive role in the company's reach, as they give tangible form to its identity and capacity for innovation. The executive presents the Seoul location as a space designed to reflect both the spirit of the brand and that of the city.

Architecture rooted in industrial heritage

The architectural concept is inspired by the industrial past of Seongsu, known for its brick buildings. Lacoste chose to draw a parallel between this heritage and its origins in tennis.

The interior design is organised around two shades. Terracotta recalls both the red brick facades of the neighbourhood and the clay courts of Roland-Garros. White references the dress codes of tennis. The two colours complement each other throughout the entire space.

At the entrance, visitors discover a monumental installation by artist Mauricio Alejo. It features tennis rackets frozen in motion and explores the relationship between material, structure and movement. The store also showcases exclusive works by Korean artists, invited to reinterpret the brand's distinctive emblems.

Café Lacoste, a first in Korea, offers drinks, desserts and exclusive products, including a Polo Cake that echoes the silhouette of the brand's signature garment. The flagship will also host a programme of events dedicated to fashion, art and culture, establishing it as a meeting place open to the local creative community.

This article was partially written with the support of an artificial intelligence tool before being fact-checked, completed and edited by a FashionUnited journalist.