On the Champs-Élysées, the crocodile brand unveils a 1,600-square-meter flagship store blending sporty elegance.

On the Champs-Élysées, major brands are competing to turn their stores into immersive experience hubs. Just like Nike, which has long focused on creating immersive environments through scenography, other brands along Paris’s most famous avenue are also pushing beyond traditional retail. At 50 Avenue des Champs-Élysées, Lacoste Arena exemplifies this trend perfectly. Spanning 1,600 square meters, this flagship embodies inspiration, exploration, and diversity, serving as a bridge between fashion, athletic performance, and innovation.

Here, the sportswear universe spans across a variety of categories: tennis, golf, padel, training, footwear, and ready-to-wear for women, men, and children. The extensive collection is crafted to blend style with performance, embodying that quintessential Parisian approach of blurring the line between athletic wear and everyday fashion.

Designed as a fully immersive experience, the space is divided into several signature areas: the Guest Room, Lacoste By, Durable Elegance, the Paris Collection, and the Polo Carousel. Each zone highlights a different facet of the brand’s identity—spanning heritage, creative collaborations, exclusive pieces made specifically for the capital, and a focus on more sustainable commitments. The result is far from a static showroom; instead, it feels like a dynamic, lively space crafted to ignite curiosity and invite exploration.

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The experience continues with an immersive tunnel designed by Trajectoire Studio and Le Diamantaire, featuring an installation inspired by tennis and golf balls. Further ahead, the sports room invites visitors to step into a more interactive setup, with an immersive cube combining innovative visuals, technical mastery, and artwork signed by Khammy.

The store also offers personalization, which has become almost essential in the major Parisian flagship stores. Every Saturday, customers can customize their sneakers right there in the shop. The My Lacoste service also allows you to personalize a polo, a bag, or a pair of shoes, enabling you to leave with a uniquely tailored piece, almost on the spot.

This flagship on the Champs-Élysées showcases a whole lifestyle, blending sports, style, and innovation. A must-visit spot for the curious and crocodile enthusiasts alike!