Serving an Ace: How Café Lacoste is Perfecting the "Brand Lifestyle" Playbook

Cafe Lacoste, Paris - Pictures Courtesy of Lacoste

The silhouette of the crocodile has long been a shorthand for French athletic elegance, but its latest evolution suggests that the future of the brand isn't just in what we wear, but in where we gather and what we consume. With the opening of its first permanent Café Lacoste at 16, Avenue Franklin Delano Roosevelt in Paris, the brand has officially moved from temporary activations to a permanent "living space."

Situated just a stone’s throw from its Champs-Élysées flagship, this 100-square-meter sanctuary, developed in partnership with the hospitality experts at Giraudi Group, represents a sophisticated shift in how heritage brands maintain relevance in an experience-driven economy.

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