Lacoste is continuing its expansion and is raising its visibility in London less than two months before the start of the Olympic Games. The brand, part of the Devanlay Group, is closing its existing store at 52 Brompton Road, to open on Thursday a 7500 square foot flagship store at number 44 on the same street.

Photo designLSM

The store has been designed by architects DesignLSM, who have worked for Lacoste for the past eight years and are behind the design of a number of Lacoste and Lacoste L!VE stores and shops-in-shop.

The retail surface of the new store beats the brand's previous world record, as in New York Lacoste has just 4800 square feet even after extending its flagship, and 3800 square feet on the Champs-Elysées in Paris.