SOTCHI 2014: PIXELIS provides in-store support to the LACOSTE brand, the partner and official outfitter of the French National Olympic and Paralympic Committee.
For the 22nd Winter Olympics in Sotchi, Russia from February 7-23, 2014, Lacoste officializes the partnership by federating its retail network around a capsule collection. In support of the operation, the Pixelis brand telling agency designed the visual identity and merchandising inspired from the Olympic values to reflect the Lacoste sporty-chic spirit and symbol of French casual elegance since 1934.
To federate the shops around this planetary event and enhance the capsule line of ready-to-wear and accessories specially designed by Lacoste for the next winter Olympic Games, the emblematic brand of French sporty-chic asked Pixelis to design the visual identity and merchandising for the inside spaces and display windows for its retail network in France (standard and premium points of sale, multi-brand stores and the flagship shop on the Champs-Elysées). The sales-tool system expresses tenacity, the spirit of sports and “joie de vivre” as common values to Lacoste and the Olympic Games.
Visual aspects directly inspired from the Lacoste sports heritage and values
In its creative proposal, Pixelis opted to illustrate the ideas of sharing and the quest for excellence with the claim “Ensemble, défendons les couleurs de la France” [Let’s defend the French colours together]. Pixelis also capitalized on the distinctive Lacoste style that forms its brand heritage. Sports and sports values first, combined with France’s three federating colours. To bring the system to life, pictograms were specially designed for each Winter Games discipline and combined with the famous crocodile and piqué knit to recall the iconic polo shirt. Lastly, to create an eye-catching event in the Champs-Elysées shop window, Pixelis designed an attractive loop video in a cut-out of an Olympic crocodile :
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Lacoste is a partner of the French National Olympic and Sports Committee (CNOSF) and, as such it is the official Outfitter for all of the French Olympic teams until December 31, 2016, as well as for the Olympic events programme including: the Olympic and Paralympic Games in Sotchi 2014 and in Rio 2016, the Mediterranean Games, the Youth Olympics and the European Youth Olympic Festivals.