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New Lacoste fragrance
The French label's launches innovative way of advertising new fragrance
New Yorkers making a mad dash for trains departing from Grand Central Terminal were momentarily stalled by an interactive art installation-cum-billboard devised by the savvy marketing brains behind Lacoste in conjunction with uber-hip Manhattan-based design agency Tronic.
La Machine is an anomalous form of advertising for Lacoste’s trio of L.12.12 fragrances, which, in turn, were inspired by the brand's signature polo shirts. The social media sculpture projected the names and locations of Lacoste fans worldwide (who, oblivious to identity theft, submitted their details via a dedicated website) onto a hexagonal ‘croc skin’ surface that occasionally coughed up the odd polo shirt or bottle of fragrance like some kind of mad Wonka Factory contraption.
None of it makes much sense at first glance – fragrance adverts rarely do - but La Machine did make train stations strangely desirable places to loiter.
The Lacoste L.12.12 collection is already available in the UK, priced £42 for 100ml. lacoste.com
Find our expert Ahmed Zambarakji on theexfoliator.com
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