CROCODILE CENTRAL: Midway through the French Open, Lacoste is pulling eyes away from center court to Hong Kong’s Central neighborhood where it has opened its first flagship in the city.

The 3,750-square-foot store is located in the listed Grade I historic Pedder Building, built in the 1920s and famed for its neo-classical features such as its arched arcades. This marks the seventh address for the French brand in the city.

Inside, these architectural features inspired the graphic lines that create a circuit between the French brand’s womenswear, menswear and sports offering as well as an area dedicated to its L.12.12 polo shirt.

Alongside the spring 2026 runway collection, a limited-edition Hong Kong capsule featuring the city’s skyline, and a series of locally inspired patches will be available exclusively from the new flagship.

Meanwhile, Lacoste commissioned Hong Kong–based artist Alvin c.k. Lam for a painting inspired by the Pedder building, which has been home to a number of art galleries over the years, and called on Belgian designer Mathilde Wittock of MWO Design for in-store furniture using upcycled tennis balls.

Also catching the eye is a neon installation inspired by the city’s famously flashy but fast-vanishing signage.

“With this new flagship, we wanted to express Lacoste’s identity in a way that resonates with Hong Kong’s cultural vitality,” said chief executive officer Éric Vallat. “While Lacoste was born from tennis, it has always been about more than sport.”

In April, the French fashion sports brand unveiled a new visual identity, notably with an evolution of its logo and nods to its archives including René Lacoste’s handwriting and graphics in line with the work of Robert George, the illustrator behind the first crocodile sketch. A global campaign that tapped in the “Life is a Beautiful Sport” tagline, first introduced in a 2014 campaign, was also rolled out.