It’s always a tricky conundrum; how do you enhance and update an established brand without diluting its core feel?
We here at Design4Retail are always looking for examples of well considered window displays that achieve the right balance. While we work very closely with Lacoste in the UK, ensuring they have the best in-store displays possible, it would seem our American counterparts have the same work ethos.
To launch Lacoste’s new Lacoste Red! collection in their New York flagship store, a really strikingly designed display was in order. The iconic brand chose to place a full-sized light box display a la Saturday Night Fever in the window of the Manhattan based meatpacking district store.
Reminiscent of sharp white suits and John Travolta styled disco dancing, the kitsch nostalgia evoked from this clever retail design concept taps in to the public consciousness no matter which generation they belong to.
The window display’s installation comprises of a 12×14x14 light box display, constructed from plexi and backlit using fluorescent lights within the store entrance. Lights were then filtered through red and white fabric, and juxtaposed against a vinyl overlay disco themed patterned floor for a really fun in-store display.
Cast against the retail display’s back wall are action shots of models superimposed against each other, all wearing new products to promote the new line.
In the foreground mannequins display the products to add a dimension of tactility to the display. Cleverly, the display connects outwardly with the products in store as a red line stretches out from the window display and winds through the shop floor.
This is such a creative window display, so hats off to Lacoste (and the amazingly clever individual who came up with the concept). I really like the idea of the red line – does it lead customers to the new products? If it does, it’s very clever!