As Paris moves toward a new season, Lacoste turns its Champs-Élysées flagship into Fall–Winter 2026 collection. Located at 50 avenue des Champs-Élysées, Lacoste Arena is the brand’s Paris flagship, spanning 1,600 square meters and combining fashion, sport, heritage, personalization, and immersive experiences. The FW26 installation builds on that identity, turning the store itself into an extension of Lacoste’s seasonal narrative.
A storefront becomes a tennis memory
The first impression is deliberately graphic. Across the expansive storefront, oversized green-and-gold pennants spell out LACOSTE, creating the feeling of arriving at an old-school tennis club or championship venue. Honey-colored flooring, wooden fixtures and ladder-like display structures recall the architecture of tennis courts, clubhouses, changing rooms, and sporting equipment. Racquets, tennis balls, books, trophies, and the house’s signature crocodile appear throughout the space, turning merchandise displays into fragments of a larger story.
From the court to the elements
The “Entering Fall” installation arrives in the context of Lacoste’s FW26 collection, presented in Paris in March 2026 under the title “Washed Out Match.” Creative Director Pelagia Kolotouros looked to a defining episode in René Lacoste’s early tennis history: a 1923 Davis Cup match in Deauville that was interrupted by heavy rain. The match ultimately lasted two days, with Lacoste winning in four sets.
That story provides the conceptual foundation for the season. Instead of celebrating tennis only at the moment of competition, FW26 explores everything surrounding it: anticipation, preparation, spectatorship, weather, memory, and resilience.
The boutique installation translates these ideas into a more immediate visual language. Its tennis references are everywhere, but they feel nostalgic rather than literal. The yellow tennis balls scattered across the floor, vintage-looking books, wooden equipment displays, racquet details, and oversized crocodile emblem evoke the atmosphere of a sporting archive while remaining unmistakably contemporary.
The boutique feels simultaneously like a tennis clubhouse.
A large green chalkboard-like artwork reinforces the idea. Covered with hand-drawn tennis figures, equations, diagrams, and handwritten notes, it suggests the analytical side of sport—the angles, trajectories, calculations, and physical precision behind a seemingly effortless game. The word “Smash” becomes both a tennis instruction and a graphic statement.
Elsewhere, the crocodile appears as a sculptural object rather than simply a logo. Tennis racquets become decorative elements, while books and sporting equipment contribute to the feeling of a personal archive.
Photos by Lacoste
