The consultancy was appointed to the project in September last year, having worked with the brand for the past eight years on sites including the Westfield Stratford boutique and the Lacoste Live Boxpark store. Work will begin on the flagship project this week.
The store will broadly follow Lacoste’s flagship design concepts used in cities such as Paris and New York, which were developed by the brand’s in-house design and architecture team, according to Design LSM.
The approximately 700m2 space will be the largest Lacoste store in the world, and Design LSM will create a series of rooms using ‘different tones and features’, with each displaying specific clothing ranges and accessories.
Steven Wragg, Design LSM senior designer, says, ‘We’re using a really crisp finish with lots of white, as most Lacoste stores are, but we’re introducing lots of new materials such as oak and concrete flooring.
The centre of the building features a three-storey high staircases, which ‘creates fluidity’, according to Design LSM. LED screens will be used throughout the store to show promotional material.
Wragg says, ‘It’s a nice concept – it’s moved on a lot from the typical design. Part of the brief was to add an English twist to the French concept – it won’t be a cheesy English thing, it’ll be a bit more subtle.’