A Journey from the Court to Regent Street.
Lacoste sought a compelling event concept for their new flagship store launch on Regent Street. I found inspiration in their brand literature with a concept that resonated strongly amongst their marketing team. This approach not only shaped the event's theme but also influenced the design of the promotional collateral.
The Visual Language.
Lacoste's identity thrives at the intersection of fashion and sport, blending preppy style with urban energy. The phrase 'From the court to the street' inspired a visual language exploring this duality, a tension central to the brand. Tennis-related objects combined with imagery of the Oxford Circus roundabout on Regent Street created impactful visuals. Symmetrical compositions emphasised contrast and balance, reinforcing simultaneously both Lacoste's unique brand positioning and the geographical location of the store.
The Experience.
For the event concept itself, 'Creating Hybrid Universes,' translated this brand tension into a dual-venue experience. Guests transitioned from the elegance of Regent Street into
a raw industrial, underground space, a physical sensory contrast reflecting the brand's blend of refined and edgy aesthetics. This immersive experience celebrated individuality, challenged perceptions and unified our audience through embracing self-expression.
Spreading the Word.
The store launch event was supported by invitations to Lacoste’s mailer list and pool of VIP / Influencer clientele. Alongside this the key art was shared internally with their brand team and they became excited to purchase OOH advertising along Regent Street and the Oxford Circus tube station for the weeks leading up to the store launch.
Delivering On-Brand Delight.
Guests received a champagne reception and posed for media, until branded tuk tuk’s would transport them to the second venue. Arriving at a record store with Lacoste record sleeves on the shelves and crocodile slipmats. A hidden stairwell at the back of the store took them down into an underground warehouse space, fitted with projected visuals, branded photo booths and a mirrored neon tennis court.
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