Lacoste (Paris) debuted a new temporary concept in its Lacoste Melrose Place store May 7 dubbed the Lacoste Country Club. The Melrose Place store opened this past March and features temporary concepts and themes that rotate about every six weeks.
The new Country Club theme aims to transport shoppers to what feels like an opulent Southern California country club, reports Forbes. Striving to be a mix of luxury and inclusivity, the concept was shaped and inspired by the brand’s own storied history with tennis.
“As we emerge out of the pandemic, consumers are looking for connectivity and community,” Jason Kim, Senior VP of Marketing, Lacoste USA, says, according to Forbes. “I believe we’ll see more of a demand for physical interaction or experiences and cravings for in-person energy.”
Some exclusive products available through the Country Club concept include apparel that will be worn during this year’s French Open, as well as casual wear and the retailer’s Tennis Sport collection.