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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

Lacoste Takes Stores Digital with AR App for New Trainer Range

Lacoste is hoping to make trying on shoes easier and faster with the launch of “a unique” app that lets shoppers virtually try on its new range of trainers using augmented reality (AR).
The French sportswear brand claims the app is a first because it combines 3D product scanning with AR. Developed by innovation agency Engine Creative, the app uses in-store point-of-sale to allow shoppers to see what the new trainers would look like on their foot without actually having to try them on.
To use the service, shoppers must put their foot in the graphic on the store floor and scan it with their smartphone. The app will then show what the trainer they are interested in looks like on the shopper’s foot, as well as providing details on the shoe and other products in the range.
The app can also be used to share images via social media and to buy any of the shoes. Lacoste hopes the app will offer an easier way for shoppers to try out the new range without having to wait for a shop assistant or take off their own shoes.
The technology will be used in Lacoste’s own stores, as well as concessions in department stores. There are also plans to update the app as new products are launched, with the aim of building a long-term relationship with shoppers on mobile.
Lacoste is the latest brand to try using AR in its stores to improve the customer experience. Last year Topshop created AR dressing rooms, while De Beers launched an app that let shoppers see how their jewellery would look on and both Ikea and Argos have integrated AR into their catalogues.
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Via: Marketing Week