Lacoste launches “Life Is A Beautiful Sport” store concept in dubai mall and Mall of the emirates

Famously recognized for its iconic crocodile logo, global fashion and premium casual lifestyle brand LACOSTE now gives the world of style one more reason to be remembered: a new store concept.  With two boutique re-openings in Dubai Mall and Mall of the Emirates, and following the recent re-opening of Deira City Centre’s branch, Lacoste’s renovations now reflect the brand’s “Life is a beautiful sport” trademark—an inspiring concept that encompasses the brand’s ethos and creative strategy.

Closed since July for refurbishment, both primely located stores (on Dubai Mall’s Ground Floor facing the Ice Rink, and within Mall of the Emirates’ Main Atrium) reopened their doors in September.  Occupying 159 sqm of retail space that houses menswear, womenswear, kidswear, footwear, leather goods and accessories, the new concept’s minimal, first-class design reinforces Lacoste’s position as a premier casualwear fashion label.

Distinguished and streamlined in clean, elegant hues, the stores’ interiors include elements of white Thassos marble and oak alongside “Life is a beautiful sport” messaging and accompanying imagery, and a designated ‘Polo Bar’ which displays every colour of the iconic L.12.12 polo.  Guests can also peruse the newly featured LACOSTE FW15 collection that offers a wide range of tennis-inspired looks among smart wear, casual wear, sportswear and vibrant accessories.

From the clothing to the walls, and every nuanced element in between, LACOSTE’S brand DNA and rich heritage prove yet again, life really is ‘a beautiful sport’.