Lacoste has opened a new concept store at Langham Place, Hong Kong, inspired by the Harajuku concept in Tokyo. 

The store showcases the brand’s French heritage and fashion-sport style while combining modern and classic elements. It is separated into four sections: a customisation area, footwear, a polo wall, and a cafe. 

The “Atelier” customisation area is the first in Hong Kong and fourth worldwide. Customers can personalise select shirts and caps with various crocodile patches, including an exclusive HK design.

The footwear section has a circular layout inspired by the tennis ball and features a range of shoes from tennis to streetwear.

Meanwhile, a Polo wall – inspired by the brand’s Regent Street, London store – displays polo shirts in various colours and fits. It offers detailed information about each product’s design, fabric, and fit.

In addition, the boutique has Le Cafe Lacoste, a pop-up cafe at the storefront. Inspired by the Champs-Elysees, Paris Lacoste store’s design features a gourmet coffee and refreshments menu.

Maxime Valat, CEO of Lacoste Apac, expressed pride in the store’s opening, saying: “This space not only reflects Lacoste’s rich heritage and commitment to quality but also introduces new and exciting elements that enhance the customer experience.

“We look forward to welcoming everyone to our Langham Place store and sharing the unique blend of French elegance and modern innovation that defines Lacoste.”