Creative direction for a brand at the crossroads of fashion.

The North Face X Strava

BIGGER won the pitch for the launch party of Lacoste's new UK flagship store on Regent Street. Our conceptual input provided a strong visual theme to compliment the event experience.

The Lacoste team thought the creative was so strong that they expanded the brief to include the promo and advertising for the store launch as well. BIGGER then worked with the Lacoste branding team to deliver a suite of creative assets to advertise the opening of the new store, as well as delivering event collateral for the launch party event.

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Defining the concept.

Lacostes brand territories create a unique and interesting tension between traditional and current aesthetics ‘From the court to the street’.

Using symmetry in a composition of tennis related objects and the Oxford Circus roundabout on Regent Street we were able to visualise this brand tension in engaging campaign visuals for the promotion of the store launch.

For the event itself we riffed off the term ‘creating hybrid universes’. The idea of duality from the brand territories, visualised in the campaign creative, could be brought to life in the physical world with a portal to a hybrid universe, transporting our guests from Regent Street to a place where identity is fluid, perceptions are challenged & self expression is celebrated.

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Event pitch support.

On top of the concept and creative direction supplied to support the pitch of our sister events agency BIGGER, we also developed a series of 3D visuals to better convey the physical journey through the ‘hybrid universe’ party space for guests to enjoy post Regent Street reception.

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Concept development from event collateral to OOH campaign.

After a few rounds of creative we zeroed in on a route where our art boards are split between shots of Regent Street & Tennis courts, eventually arriving at system using the Oxford Street / Regent Street roundabout centralised symmetrically against tennis visual aligning a ball to the roundabout. It was the visual metaphor deemed most appropriate for the theme of duality given the brand tension across different fashion territories.

This art direction would expand beyond print and digital applications at the event into a OOH promotional campaign for the store launch too.

Store launch collateral.

We delivered a suite of event creative to increase the resonance of our themes throughout the experience on the night.

The brand tension & sense of duality manifest by our vision of taking our audience from the store to a hybrid universe. Guests could pose infront of In store graphics and see brand heritage information, to then be whisked off to Phonica Records in branded tuk tuks.

The record store was subtly adorned with branded record paraphernalia, as the guests transitioned through to a speakeasy style entrance to the basement event venue. In the basement neon signs & green lights illuminated the industrial surroundings as guests generated social content in various event branded areas.

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