Behind the scenes: L for Lacoste exhibition at Westfield

To mark the opening of Lacoste’s newly designed boutique in Westfield London, the clothing brand staged an immersive exhibition to celebrate its heritage.

The ‘L for Lacoste’ exhibition, which opened from the 7th to 11th June, featured rare and historical pieces from the archives of René Lacoste, such as clothing, tennis racquets and replica trophies.

Within the gallery, which was created by agency MKTG and Lacoste, there was also a dedicated space that introduced Novak Djokovic as Lacoste’s new brand ambassador, as well as graphics, visuals and artist impressions of the famous Lacoste crocodile.

Interactive elements included a GIF photo booth where guests could have their picture taken against the backdrop of a giant Lacoste logo. Daily competitions took place, offering visitors prizes such as ATP Final tickets.

To mark the brand’s sponsorship of the French Open, the exhibition featured a Roland-Garros Fan Zone where tennis fans could watch the tournament in a viewing lounge. This is the first time the French Open has been shown outside of ITV.

MKTG used facial recognition technology to provide a deeper measurement of engagement, sentiment and audience demographics.

Lacoste also took over the windows at Westfield’s luxury enclave The Village, showcasing its latest physical and digital assets, as well as directing shoppers to its boutique store and exhibition area.

Westfield’s chief marketing officer, Myf Ryan, said: “Westfield’s Brand Venture team have worked closely with Lacoste to create the ultimate tennis fan learning experience. Customers will enjoy the thrills of the Roland Garros’ centre court through live streaming whilst visitors can embark on a historic journey of the brand.”

To celebrate the brand’s French heritage, guests at the launch event were served macarons from Ladurée, Moet & Chandon Brut Imperial and Le Poire Punch.

Via: Event Magazine