Lacoste has opened a new concept store at Westfield White City to reflect a stronger brand identity, which will be rolled out to other global stores throughout 2017.
The opening of the new store is being marked with an immersive exhibition to celebrate the brand’s sporting heritage.
The exhibition includes a gallery displaying rare items from the archives of René Lacoste including tennis racquets, replica trophies, and clothing, graphics and artist impressions of the famous Lacoste crocodile, and a Roland-Garros fan zone where fans can watch the French Open (sponsored by the brand).
Guests to the exhibition can also have their photo taken in a Lacoste GIF photo booth with the backdrop of a giant Lacoste logo. Daily prizes such as ATP Final tickets will be awarded to visitors. The event will also be using facial recognition technology to measure engagement and audience demographics.
The new 140sqm Lacoste store features The Polo Wall, where digital content on the brand’s collections and history will be shown in-store. The store is decorated in white and green to reflect the brand’s key colors and those of a tennis court. Natural wood and leather detailing reflect the design of antique tennis racquets.
The store will sell items from the men’s, women’s, kids’, sport, and accessories collections.
The Lacoste exhibition will run in the atrium of Westfield White City until 11 June.