News

LACOSTE celebrates anniversary with mobile store-in-store environment

October 7, 2008

CHESTNUT RIDGE, N.Y. — MC2, an exhibit, environment and event producer, is working with LACOSTE S.A. on a special mobile store-in-store environment to celebrate the brand's 75th anniversary. Designed to invite shoppers to experience a reflective look at the brand's history and showcase the 75th anniversary product line, the environment is traveling to multiple luxury retail locations starting at the Bloomingdale's flagship store in New York City and then on to multiple other venues in North and South America throughout 2008.

SLIDE SHOW: Click here to view photos of the LACOSTE mobile environment.

MC2 is responsible for the design, fabrication and installation of the environment.

"With such a special anniversary approaching, LACOSTE was looking for a fun, creative way to celebrate its brand history," said Chris Ross-Williams, senior account director at MC2. "The foundation of the LACOSTE brand is innovation and the highly recognizable crocodile logo. We knew from the beginning that these elements had to play a very prominent role in the environment's overall design."

Consumers walking through the 30' x 12' space see several nods to both brand attributes. The environment's central component is an aluminum corridor with cut-outs reminiscent of crocodile skin on both the external and internal walls. Each cut-out is unique in size and shape and allows consumers to see inside the structure, where several iconic symbols of the LACOSTE brand are housed. Items include the ubiquitous polo shirt, which was created by founder and tennis legend Rene Lacoste in 1933 and a replica of the original crocodile logo that was drawn by Lacoste's friend Robert George in 1927 after he was given the nickname for his tenacity on the court. A steel tennis racquet, for which Lacoste is also credited with inventing, and pieces from the 75th anniversary product line are also featured.

The interior panels of the corridor are mirrored plexi-glass and showcase different themes. One panel pays homage to the brand's founder and his achievements. The other focuses on the present day by featuring current brand ambassador Andy Roddick and text acknowledging LACOSTE's anniversary milestone. Life-sized graphics of both men are positioned on opposite walls, creating the feeling that they are speaking to each other.

The corridor's structure was designed to be completely hidden; no support beams are visible from any angle. Instead, consumers see a smooth white gloss surface that maximizes the effect of the crocodile cut-outs. LCD screens are built into each end of the structures to showcase a video loop about the LACOSTE brand which engages and draws the consumers down the corridor.