Lacoste Opens Landmark Flagship Store in Seoul

A new creative address in Seoul

Lacoste has chosen one of Seoul’s most vibrant neighbourhoods for its latest flagship. The store sits in Seongsu, a district known for its industrial heritage and its growing creative community, and covers more than 800 square metres. It is also home to the first Café Lacoste in South Korea, which sits alongside the brand’s full clothing collections.

The opening forms part of a wider international push by the company, which belongs to the Swiss MF Brands Group. Each flagship is conceived with its surroundings in mind, bringing fashion, sport, art and lifestyle together to offer something that feels rooted in its city.

Ambition on a global scale

The company frames the new location as a statement about its growing international footprint. Thierry Guibert, chief executive officer of Lacoste, explains that the sustained roll-out of flagship stores reflects the ambition to reinforce the brand’s presence and appeal worldwide while delivering ever more bespoke brand experiences. The Seoul flagship, he adds, continues that journey in a city celebrated for its creative energy and cultural influence.

The brand currently operates a network of 1,100 stores in 98 countries.

Terracotta, white and the legacy of brick

The design language of the interior leans on the history of the area. Seongsu’s old brick buildings shape the character of the neighbourhood, and the store responds with a palette built around just two tones.

Terracotta does double duty: it echoes the red brick façades outside and the clay courts of Roland-Garros, the tournament so closely tied to Lacoste’s sporting heritage. White, meanwhile, picks up the classic codes of tennis.

The result is a space that feels warm and industrial in one moment and crisp and athletic in the next. At the entrance, a large-scale installation by artist Mauricio Alejo captures tennis rackets mid-motion, setting an energetic tone before visitors have even begun to browse. Exclusive pieces by Korean artists are also on show, each interpreting the brand’s aesthetic from a distinct local perspective.

The polo at the centre of the shop floor

The polo shirt takes pride of place in the middle of the store, displayed on a purpose-built Polo Wall that turns a wardrobe staple into a visual feature. Around it, dedicated zones present the womenswear, menswear and sportswear collections, giving each line room to breathe.

Customers who want something more individual can make use of a personalisation service, which allows selected products to be customised on site.

Café Lacoste and a cake shaped like a polo

The in-house café extends the visit beyond shopping. Café Lacoste serves drinks and desserts, and offers exclusive merchandise. Among the sweet options is the “Polo Cake”, a dessert moulded to look like the brand’s signature shirt.

Beyond retail and refreshment, the store is designed to function as a cultural venue. Lacoste plans a programme of events focused on fashion, art and culture, aimed squarely at the local creative scene. The aim is for the space to be used, not merely visited — a meeting point for the neighbourhood’s designers, artists and style-conscious shoppers.

Why Seongsu makes sense

Seongsu has become one of the capital’s most interesting districts for creative work, drawing studios, independent retailers and cultural projects into its converted industrial buildings. For a sportswear label with a strong design identity, that context offers an audience that values originality and craft.

By folding local art, local architecture and a local dining concept into a single address, the Seoul flagship follows a template in which the city shapes the store rather than the other way round. The formula — heritage sport, contemporary design and a place to linger — is one the brand intends to repeat as its flagship network continues to grow.