LACOSTE L!VE shop | aruliden

LACOSTE’s dynamic and energetic sub-brand, LACOSTE L!VE evokes a spirit that challenges the traditional retail experience. Partnering with the LACOSTE team and SG Blocks, aruliden designed and developed a mobile retail solution, built from a repurposed shipping containing, that takes the L!VE experience out of stores and on the road to our favorite summer spots. It was unveiled at the Coachella Music Festival in the Spring of 2011. Sustainable production company SG Blocks was tasked to repurpose a 20 foot shipping container, previously used just once to transport dried goods from China. The result is a re-usable structure that not only reduces carbon footprint, but allows LACOSTE the flexibility to mold the space with minimal effort for its diverse brand segments. The unassuming metal container unfolds its walls using an electrically motorized deployment system to reveal a vibrant, open-air, 480 square foot retail space. Two roof-mounted awnings extend to shade shoppers from the elements. The Pop-Up made its debut on-site at LACOSTE L!VE’s annual Desert Pool Party, celebrating the Coachella Music Festival at a nearby private residence. Guests were invited to browse product offerings, sample tunes at an interactive listening station, and enjoy cotton candy that color-coordinates with LACOSTE’s classic L.12.12 polos. The space also featured a take on LACOSTE’s iconic “polo bar,” where the pique shirts were rolled into tennis ball canisters ready for purchase. Ten percent of Pop-Up store proceeds from the two-day event benefited The Voice Project, which supports and amplifies the peace movement in Central Africa. Following Coachella, the Pop-Up took residence at the LACOSTE L!VE Williamsburg Park Music Festival in Brooklyn, New York.