Lacoste celebrates anniversary with interactive exhibition

French clothing company Lacoste is creating an exclusive experience at Raffles City Shopping Centre in Singapore to celebrate its 85th anniversary.

From June 14th to June 24th this year, the brand will present its heritage and innovativeness at an exhibition designed as a tribute to tennis player and fashion designer René Lacoste and highlighting the Lacoste 85th anniversary capsule collection.

With a modern design based on the 85th anniversary logo made for the campaign, it takes its inspiration in the French colours white and blue. The 112-sqm displays and structures feature a minimalist style to reflect the "freshness and simplicity of the brand symbol of the French elegance".

The graphics and decoration reinterpret the approach of the chronophotography (an antique photographic technique) -- a classic yet innovative artistic view on the movement dear to the brand.

Inside the exhibition, interactive areas will allow visitors to discover more about the story of René Lacoste and the evolution of the famous L.12.12 polo shirt through eight decades. There are interactive workshops such as a craftsmanship area displaying the embroidery know‑how, testimonials, a digital book, and space showcasing the 85th anniversary capsule collection and the future of French elegance embodied by the Lacoste Paris Polo.

Shoppers visiting the exhibition can stand to win a wardrobe makeover and a gift with purchase, when they answer to a simple quiz on-site.

By Muneerah Bee