by Stephen Garner

Lacoste has reopened its SoHo store in Manhattan with a new look.

The newly reimagined store offers a fresh design and is repositioned as the company’s U.S. flagship store. According to the French heritage brand, the new boutique was redesigned with the intention of creating communal experiences through activations with the local community. In addition to offering its signature staples, sportswear, accessories, and footwear, the boutique will integrate creative collaborations with leading minds in culture and brands within hospitality, food, fashion, and beauty. Shoppers can also look forward to a customization station for bespoke fashion purchases and special guest panel discussions.

Located at 541 Broadway, the 4,660 square-foot store is thoughtfully designed with a focus on art and innovation. The historic facade gives way to an open concept with an overall street feel and strong architectural elements with refined metal, concrete, and wood finishes. The local architecture firm Design Republic supported the Paris-based Lacoste Architecture Design team in keeping with the New York meets Paris spirit. Lighting design was done by Owl Studio and millwork was supplied by ARMO.

The brand’s signature polo wall has been reconceived and thoughtfully sorted into three distinct categories: Dressy, Street, and Weekend. Customers will experience both the brand’s heritage as well as the recent streetwear aesthetic amongst the season’s newest styles.

For the first time, there is a dedicated customization area that will host a constant rotation of digital services and designs. At the entrance to the boutique, a dedicated footwear pop-up instantly transports customers to the courts with its unique installation and layout. Even the fitting rooms draw inspiration from a canister of freshly opened tennis balls.