LACOSTE celebrated the opening of its refurbished new store concept at Qatar’s Villaggio Mall on Wednesday, 21st of September 2016, bringing a whole new identity and a fresh new spirit to the brand. We were invited to explore the retro-futuristic Fall/Winter 2016-17 Collection at the new retail space that represents the brand’s “Life is a beautiful sport” creative trademark.
Hosted by FASHSQUAD, it was a laidback, and chilled evening where we were introduced to the Fall/Winter 2016-17 Collection which included menswear, womenswear, kidswear, footwear, leather goods, perfumes and accessories all while enjoying in-house blended mocktails and a selection of delicious canapés. From the clothing to the walls, and every nuanced element in between, reflected LACOSTE’s brand DNA and rich heritage, ‘life really is a beautiful sport’.
The new concept’s minimal, first-class design reinforces Lacoste’s position as a premier casualwear fashion label. Distinguished and streamlined in clean, elegant hues, the stores’ interiors include “Life is a beautiful sport” messaging and accompanying imagery, and a designated ‘Polo Bar’ which displays every color of the iconic L.12.12 polo.
For next winter, Lacoste’s creative director Felipe Oliveira Baptista envisioned a clever and streamlined collection featuring anatomical reinforcements, playful pixelated embroideries and brand’s very own vintage advertising messages. Lacoste has a great history in making stylish and technical sport outfits for the French ski team in the late 1960s, and Baptista took the fundamental elements of this heritage to modernize it, always with ease and a sense of humor. Doing so, pull-overs with « un crocodile » or « une crocodelle » logos show a play on words with Lacoste’s symbolic animal. Embroideries on dresses, sweaters, and ponchos represent pixelated vintage skiers or pine trees for a 1980s feel. Fabrics are mixed in a youthful way: vinyl with wool, velvet with nylon. The overall result is a deconstructed silhouette, a young and free spirit that now represent Lacoste. It’s all about taking this sport heritage and keeping it modern, elegant, and always non-conformist.
What is your take on the new store?Did you visit it yet? Did you like what you saw?