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LACOSTE: INTRODUCTING A FURNITURE LINE
PROJECT OVERVIEW
2025
A hypothetical brand expansion of Lacoste into furniture; inspired by the timeless sophistication of the Mid-Century Modern design and the brand's athletic DNA.
THE IDEA
What if we brought Lacoste's legacy of athletic heritage, elegance and lifestyle versatility into your home through a furniture line?
THE OPPORTUNITY
Giving consumers a fresh alternative within the premium lifestyle market. A product extension which gives Lacoste an opportunity to introduce a new design direction where they translate their core vales of elegance, innovation and sport into a furniture line for everyday versatile living.
THE PROCESS
The challenge included researching a plethora of trends, colour boards, concepts within the furniture design industry and creating pieces that were versatile, modular that also combined visual elements from tennis- their core origin.
Brand Research: Analyzed the brand's history, mission and values. Looked at the SWOT analysis to identify opportunities for expansion.
Market Research & Consumer Insights: Identified direct and indirect competitors offering a similar marketing mix. Analysed the global furniture market to see future projections. Studied the existing consumer and possible new consumers from this expansion to further establish grounds for the brand extension.
Concept Development: Explored various trends, materials, silhouettes, colour boards etc from WGSN and design details from tennis that could be subtly incorporated into the products.
Launch Plan: Created a launch plan for the introduction of the new line through various marketing strategies like digital and on-site activations.
Heritage Modern: The Lacoste Maison Collection
THE OUTCOME
Introducing: Heritage Modern: The Lacoste Maison Collection
A collection inspired by the timeless sophistication of the Mid-Century Modern design and through the lens of Lacoste's sporting elegance and relaxed premium luxury.
Appealing to existing customers of Lacoste or customers looking for premium mid-century modern pieces that are versatile, trends yet sophisticated.
ACTIVATIONS
Pop Up in collaboration with wii sports:
Live with Lacoste in 3 cities each carefully designed to mimic the architectural elements of the cities plus more activations.
Leveraging social media
Place Your Piece: A tool that helps consumers place their furniture piece in a room digitally first.
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