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We want to create polo shirts with changing designs! Lacoste 80th Anniversary Exhibition

May 17, 2013

The "LACOSTE 80th Anniversary ROAD SHOW," an exhibition celebrating LACOSTE's 80th anniversary, was opened to the press on the 18th at Roppongi Hills in Tokyo. The exhibition showcased the brand's vision for the polo shirt of the future. Projection mapping transformed a polo shirt on a torso into various colors, graphics, and even the face of the brand's founder, René Lacoste. This concept envisions a polo shirt whose design constantly changes to suit the mood and occasion. A video playing at the venue revealed the brand's vision for the future of apparel, showcasing features such as a shirt that changes from short to long sleeves, automatically adjusts fit, displays the tennis score on the body, blends with graffiti on the wall, and glows at night. Other exhibits at the venue included 29 popular polo shirts from the past, variations on the brand's iconic crocodile logo, and photographs of tennis players, advertising visuals, and collection looks.

Also, a Lacoste pop-up store is open at ESTNATION, next to the venue. It features the collection line, reproduction French-made polo shirts (commonly known as French Lacoste), Olympic commemorative polo shirts, and limited edition 80th anniversary items by Peter Saville. Crocodile footprint prints continue from the venue to the sales floor.

The exhibition will run until the 26th. The pop-up store will run until June 5th.
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  • We want to create polo shirts with changing designs! Lacoste 80th Anniversary Exhibition
  • Projection mapping changes the colors and graphics
  • Projection mapping changes the colors and graphics
  • Projection mapping changes the colors and graphics
  • Projection mapping changes the colors and graphics
  • Projection mapping changes the colors and graphics
  • Brand founder Rene Lacoste also appears
  • In the movie, the color of the crocodile mark changes with one touch
  • Blending in with the graffiti on the wall
  • 29 popular polo shirt styles from the past on display
  • Venue Room 1
  • The second room displays design variations of the crocodile mark and a text description of the brand's history.
  • Crocodile mark design variations
  • The third room displays various famous brand visuals.
  • The third room displays various famous brand visuals.
  • The brand's founder, Rene Lacoste, was a professional tennis player himself. He was nicknamed "the Crocodile" for his persistent playing style.
  • Crocodile footprints lead from the venue to ESTNATION
  • Crocodile footprints lead to the pop-up store on the first floor
  • Pop-up store on the first floor
  • Pop-up store on the first floor
  • Pop-up store on the first floor
  • Pop-up store on the basement floor
  • Pop-up store on the basement floor
  • Pop-up store on the basement floor
  • Peter Saville 80th Anniversary Collaboration Model
  • We want to create polo shirts with changing designs! Lacoste 80th Anniversary Exhibition
  • French-made French Lacoste lined up
  • Reprint of Olympic commemorative polo shirts from each country
  • Pop-up store on the basement floor
  • The venue was set up in the O-Yane Plaza. The graphics were based on the 80s.
  • The venue was set up in the O-Yane Plaza. The graphics were based on the 80s.
  • Display space on the wall of the venue
  • Previous collaboration models also on display
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