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.