Westfield London has announced the launch of Lacoste’s new “L For Legend, L For Lacoste” retail experience.
The new installation is open to shoppers during the French Open, from June 7 to June 11, and will be reminiscent of a Lacoste museum, displaying its rich history and association with tennis greats like Novak Djokovic, alongside a bricks-and-mortar retail store.
A viewing area for shoppers to watch the French Open will also be live streamed during the concept store’s tenure.
“This latest collaboration with Lacoste is an ideal doubles pairing,” 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.
“With Lacoste’s creative vision and ambition to do something unique, paired with Westfield’s premium brand opportunity portfolio, we have together created something that will allow brand engagement in the best possible environment.”