Lacoste has inaugurated its new concept store in Latin America with the opening of a new space in Medellín, Colombia, located in the Provenza neighbourhood.
The store marks a milestone for the French brand in the region, presenting for the first time a conceptual format that integrates architecture, brand experience and a complete curation of its fashion, sportswear and accessories lines. The opening was carried out in partnership with BMG (Brand Management Group), a strategic ally with whom Lacoste begins a phase of expansion and consolidation in the Colombian market.
The new space stands out for its contemporary architectural design, a green facade illuminated with the classic crocodile logo in large format and an interior that combines wood, ceramic, concrete and glossy finishes in emerald tones, achieving a sophisticated ambiance consistent with the brand’s sporty-elegant DNA. The interior layout features expansive displays, collections organised by colour and category and iconic elements linked to tennis, reinforcing René Lacoste’s heritage.
This project is the result of nearly two years of negotiations and collaboration between Lacoste and BMG, as shared by the firm’s regional management. Visual merchandising, architecture and business development teams participated in bringing the space to life, incorporating official guidelines from the headquarters in Paris and specific adaptations for the Colombian consumer. The store is designed to offer an immersive experience, focusing on service, product exploration and brand storytelling.
The company noted that this concept store will be the first of several initiatives planned for the region, consolidating Colombia as a key market within its Latin American strategy.
