Lacoste Dives Into A Summer Story On The Champs-Élysées

Lacoste has turned its flagship Champs-Élysées boutique into a full-blown seaside tableau, and the visual merchandising is doing every bit of the heavy lifting.

Window Display: Stop Traffic, Then Pull Them In

The windows are the activation's strongest statement. A split-level vinyl illusion gives the lower half an underwater world, crystal-clear turquoise sea, a swimming crocodile prop, while mannequins in resort wear sit above the waterline on a large faux-rock engraved with "RENE". A red-and-white striped diving platform lifts further looks skyward. At night, the full glass facade becomes one continuous panoramic beach horizon, cinematic and impossible to walk past.

The Signature Motif: One Stripe, Total Commitment

Inside, a hand-painted red-and-white stripe governs everything. It wraps structural pillars floor-to-ceiling, covers the staircase risers and treads (warping across each step in a pleasantly dizzying way), and becomes the floor itself in the main display zone. The deliberately imperfect, brushy quality keeps it feeling handmade rather than clinical, the difference between borrowing a theme and building a world.

Props & Creative Details: The Details That Earn It

Lacoste-branded beach tennis paddles are mounted in geometric grids across warm timber shelving, product display and wall art simultaneously. An oversized striped parasol shoots diagonally from the staircase at a sharp, slightly surreal angle: the campaign's standout prop moment. Matching striped deck chairs, a striped beach flag on a sandy rock mound, rolled towels, retro boomboxes, and slides fill out a lifestyle narrative that never feels scatter-shot. Every prop earns its place.

Lacoste's Summer Story is creatively coherent at every point. The stripe is committed to fully, the props are specific rather than generic, and the window has genuine theatrical ambition. Lacoste isn't just selling summer, they've built one.