At 7 p.m. tonight, P&G Prestige will unveil La Machine L.12.12 by Lacoste, a virtual and mechanical art installation at Grand Central Terminal’s Vanderbilt Hall. It will remain on display until September 27.
“We couldn’t think of a more iconic place with as much energy as Grand Central,” said Antoine Delgrange, global marketing director for P&G Prestige, who revealed P&G will also hold the U.S. launch of its new men’s fragrance collection, Eau De Lacoste 12.12, at the event. “We are breaking the boundaries of digital and physical with this initiative. It’s a piece of art, but also a digital platform, with the consumer at the very center.”
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The installation, which is about 28 feet tall and 50 feet long, will project customized 20-second videos, created by 35,000 participants on lamachine1212.com. Throughout the next nine days, videos will be “re-mixed” live and broadcast in Grand Central at a specifically designated time.
“We wanted to create some buzz with our 6 million Lacoste fans on Facebook, so they can link with friends and share their 20 seconds of fame,” said Delgrange.
Built by media collective Tronic Studio, La Machine L.12.12 by Lacoste features 60 hexagonal-shaped screens, and is designed to resemble “a vast living skin,” similar to a crocodile’s scales (alluding, of course, to the classic Lacoste logo).
Introduced in 1927, L12.12 is the name of Lacoste’s first tennis shirt, which served as the inspiration for Eau De Lacoste 12.12.
“The whole idea is this transformation story of the polo to the fragrance,” said Delgrange. “We want to be on the forefront of the digital and technology platform with this launch.”