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Trending Stores: Lacoste, Beverly Hills, Calif.


Lacoste, the French lifestyle brand best known for its crocodile logo, has updated its store on Rodeo Drive in Beverly Hills with a new design concept inspired by its sporting heritage.

The location is Lacoste’s first store in the United States to feature the brand’s “Le Club” concept, which was designed by the brand’s in-house design team. The sport-inspired design draws inspiration from founder (and legendary tennis champion) René Lacoste’s locker room. The revamped 1,900-sq.-ft. space features a more streamlined layout with a facade inspired by a tennis court. A “polo wall,” showcasing Lacoste’s signature polos in a wide array of colors and fits, serves as the main focal point.

The store also features a polo customization station. Customers can choose the fit and color of their polos and personalize them by selecting from a variety of crocodile logos and the option to add monogramming. They can preview their creations using interactive tablet technology and screens throughout the store.

The sun-drenched space has a green and white color palette, key colors for the brand, and higher ceilings and skylight windows. The fitting rooms display heritage elements, including embroidered crocodiles and vintage tennis racquets.

Other key design details include graphic lines and the use of special materials like green concrete, reminiscent of a tennis court. Perforated leather details and natural wood accents recall vintage tennis racquets. The store feature a signature Lacoste scent, inspired by the cotton of its iconic petit piqué fabric and the wood materials of the “Le Club” concept.

Lacoste has more than 80 stores in the United States, which ranks as it biggest market, and Southern California is a key region for the brand. It has 17 locations in California, with a new store due to open in the spring, at Century City in Los Angeles.

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