Lacoste has opened a store of its younger retail concept L!VE (former RED collection) in Paris on Dec. 10. After shop openings in New York and London, the French store was awaited with impatience. In the middle of the Marais district in a former Lacoste store, L!VE presents itself on 90sqm in a young designed atmosphere with music lading stations, vintage furniture and neon-lighting.

In total, Lacoste plans to open 60 stores worldwide of L!VE, always in cool locations, where youngsters between 18 and 25 pass by. In 2011, the company plans to open 17 stores in cities such as Berlin, Zurich, Shanghai and Tokyo.