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Lacoste and MKTG have created and produced an immersive and interactive experience to celebrate the clothing and apparel brands sporting heritage and its sponsorship of the French Tennis Open at Roland-Garros.

From Wednesday 7th – Sunday 11th June 2017, The North Atrium at Westfield London hosted the exhibition which also marked the opening of Lacoste’s newly redesigned boutique in Westfield and presented the apparel’s journey from its early beginnings to its current high fashion status.

The visually spectacular exhibition comprised two distinct areas:

• The Lacoste Heritage Exposition: a specially created, stunning gallery showcasing rare and historical pieces from the archives of René Lacoste, such as clothing, tennis racquets and replica trophies. A dedicated space within the gallery will also introduce the new Lacoste ambassador Novak Djokovic and feature graphics, visuals and artists impressions of the famous Lacoste crocodile

• The Roland-Garros Fan Zone: a live viewing lounge where fans can watch the French Open – the first time the tournament has ever been screened beyond ITV

Visitors can enjoy an interactive journey through the exhibition with an opportunity to capture and share their experience against the backdrop of a giant Lacoste logo in the “GIF photo booth”, and enter daily competitions to win prizes including ATP tour final tickets.

In a media first, facial recognition technology dispersed around the installation will record the reaction of guests to certain elements of the exhibition to enable deeper measurement of engagement, sentiment and audience demographics

Sarah Hazlehurst, Managing Partner and Head of New Business at MKTG, commented: “We are delighted to be working for the first time with such an iconic and world famous fashion brand. It’s a truly exciting and unique project. Every part of the space we are creating will be hugely engaging to visitors, and we are pleased to be able to back that up with ground-breaking facial recognition technology that will enable us to measure mood, sentiment and demographics of our visitors.”