le coq sportif made history this week by launching its first UK store ever, in Seven Dials, Covent Garden and I was there to check out the new space .....
The opening of the London concept store follows a monumental year for the brand which celebrated its 130th Anniversary in 2012, along with a return to the Tour de France as official supplier of the leader jerseys. This year also marks the 100th edition of the Tour de France for which le coq sportif has created the limited edition ‘Centième Collection’, and of course a 100th edition of the Winners Jersey.
The store carries le coq sportif apparel, footwear and accessories for men and women, as well as limited edition ranges; including the Tour de France ‘La Grande Boucle’ range and the le coq sportif x Heimstone collaboration showcasing one of the brand’s many specialities; retro running sneakers.
Party goers were treated to a melee of French culture and music with the sounds of DJ Manaré - signed to dance label ClekClekBoom who recently played as a collective at Fabric - and served with an array of canapés, drinks including popular French beer Gallia, French wine, champagne and blue, white cocktails.
And for the pièce de résistance, British design duo, The Wilson Brothers, were asked to create a sculpture that epitomised le coq sportif, its connection with cycling and this historic event. It was unveiled to the party alongside a toast led by UK Country Manager, Mike Routledge.
Le coq sportif ambassador, the 1980s tennis super star Yannick Noah, still stands by the brand and made his appearance in the new Covent Garden store as did 1980s Tottenham Hotspur football legend Ossie Ardiles, proving that le coq sportif’s credible 131-year-old heritage is deep rooted in sport, today more than ever.
The Covent Garden store follows the opening of stores in Paris, Milan, Lille, and Marseille along with Barcelona earlier this year, as part of the brand’s strategy to open concept stores in all major European cities.
This 256.61msq retail space is situated on the corner of Earlham and Mercer Street and the retail space is expected to become the key concept store for the iconic French brand in Europe.
The London flagship store interior incorporates the le coq sportif brand aesthetic and translates visually into pure lines and fresh modern style.
Address: 23 Earlham Street, WC2H 9LL
Web: www.lecoqsportif.com
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