Women’s Wear Daily
04.19.2014
fashion-scoops
fashion-scoops

Lacoste Setting Up at Coachella This Weekend

Brand will operate a pop-up shop out of a mobile container unit at the annual music festival.

fashion-scoops/news
Lacoste

LACOSTE HITS COACHELLA: Lacoste is taking its youthful Lacoste Live label on the road to Coachella this weekend, where it will operate a pop-up shop out of a mobile container unit at the annual music festival-cum-bacchanal. The metal box unfolds mechanically into a 480 square-foot retail space, replete with retractable awnings. The store will feature an interactive listening station and a cotton candy machine that produces treats color-coordinated to Lacoste polos. The shop will be stationed at the Lacoste estate, co-sponsored by HTC, which will host all-day pool parties on Saturday and Sunday, with expected guests including Diane Kruger, Lea Michele, Cory Monteith and Joy Bryant. The mobile boutique was designed by Aruliden in partnership with Lacoste’s vice president of visual merchandising and store design Mikel Bowman.

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