What: Lacoste Arena flagship opened this week at 17,200 square feet, four times bigger than its current door.

Why is it important: A two-year overhaul was needed to redesign the space, which was once a cinema. The result is a series of interconnected spaces where the full extent of the brand’s offering unfolds.

An interactive tunnel, with tennis balls projected onto the floor that can be kicked and heard bouncing away, lead to another room dedicated to the brand’s tennis, golfing, and activewear offerings.

A neon sign stating, “Lacoste fait son cinéma,” a play on the store’s lieu and a French expression that loosely translates to “Lacoste’s antics,” leads to a cavernous basement space with another XXL screen.

For the opening, it will be home to an exhibition around Gaumont, the first of a rotating program of exhibitions and activities like an indoor tennis court or a golf simulator.

A space dedicated to sustainability offers a take-back program and the brand’s circular designs, shown on hangers made from recuperated material. But the real heart of the matter is product durability.

Shoppers will be able to compare existing shirt designs thanks to a carrousel inspired by the machine used to make its signature piqué knit and browse that rainbow of shirts seen upon entering.

Lacoste’s largest flagship opens on Champs-Élysées