Lacoste recently opened its brand new London flagship store at 182 Regent Street, the biggest store the brand has in the UK. Celebrating the new space, which highlights Lacoste’s history, culture, and house codes, the Crocodile-famous brand held its own in-store launch party. In case you missed it, don’t worry, because we’ve got the low-down for you.
Guests were invited into the immersive store space to start off the night that brought the tennis court to the streets of Soho. Blending in physical and digital activations, including a wall of Polos that celebrate the iconic piece’s 90th anniversary and large screens that play on loop various campaign videos, the space was also packed with all sorts of Lacoste goodies that could, of course, be purchased.
The night was young for Lacoste and its guests though, moving over to Phonica Records for its afterparty. Green-coloured lighting, as per the emblematic Crocodile’s colour, and loud music filled up the space as guests started to roll in. In attendance, we saw familiar faces like brand ambassadors Stef Bojic, Michael Jeremiasz, Ruth Mwandumba and Oliver Fisher, as well as Hana Martin, Jordon Wifi, Kola Bokinni,,Kit Price and Oli Brom.
The afterparty also gave us a surprise guest performance by Bugzy Malone, turning the heat up at Phonica Records. Brand ambassadors and break dancers also served as entertainment that evening, performing various choreographies encapsulating Lacoste’s high performance energy.
The space also included a laser tunnel, projections and an augmented reality mirror wall, creating an underground playground for its guests to get lost in. The whole night, which some are still recovering from, was a festivity of everything that makes Lacoste what it is: liberation through movement that transcends time and culture.
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