Casa Lalá is the main activation to celebrate the 90th anniversary of the brand, and will feature a diverse and free cultural program from May 18th to 27th
As the main activation of its 90 years, Lacoste announces Casa Lalá, a celebration of the Lacosterian community. Located at LabOf, in Vila Mariana, in the South Zone of São Paulo (SP), the House is dedicated to encounters between communities of urban culture, in addition to experiences involving art, music and fashion. The MC’s Hariel, Kelvinho and Neguinho do Kaxeta take the stage this Thursday (18) for the inauguration of the space, which is open until the 27th of this month. Entry is free.
Part of the history of the 90 Years global campaign, Casa Lalá is one of the activations celebrating the brand around the world, which also has experiences in France, the United States, Japan and South Korea. The event was conceived and carried out with a focus on the public that represents Brazil in the campaign, the Lacosteiros, a community that exudes creativity and style, collecting and exchanging rare pieces, mixing styles and colors, and of course, lovers of Lacoste!
During the nine days of the event, the attractions will bring together well-known and emerging names from the São Paulo cultural scene. Under the curatorship of MC Hariel and Fernanda Correrua, artists such as MC Luanna, Cebezinho, DJ Arana, Vulgo FK and MC Caveirinha appear at the line-up. O set is also composed of DJs prominent women in the scene, such as Menezes and Th4ys.
Casa Lalá, however, goes far beyond the shows. The schedule includes talks to discuss music production, entrepreneurship, fashion and, mainly, the lakeside culture, which created a legion of fans across the country. The space will also present the brand’s iconic pieces, which will come straight from France, with a curation of those that are considered relics for laccoristers. In addition, it will complete the space a pop-up store composed of an exclusive collection dedicated to its 90 years.
Workshops of beatmakingfashion is upcycling are also part of the program. And, to tie everything together, there will be LalaLab, a music creation and production environment available to anyone who wants to venture into the studio (by appointment).
“We know that Lacoste is very popular with the lacrosse public. It was with this in mind that we created a scenario connected with its cultural identity, as we understand that it is essential to have a fully interactive space to connect and exchange experiences with the brand’s fans”, points out Pedro Zannoni, CEO of Lacoste for Latin America.
There will also be a space full of opportunities for content production, with licks of letters that mention Lacoste and many Crocodiles to take pictures.
“We hope that visitors to Casa Lalá will have unique, authentic, fun and creative sensations, just as they are the brand and the very universe of the lakeside community”, adds Eduardo Rodrigues, director of Marketing from Lacoste for Latin America.
Check out the experiences of Casa Lalá:
stage lala
Palco Lalá will be responsible for connecting established and rising artists, featuring musicians related to the scene. Names like MC Hariel, MC Luanna, MC Kelvinho and MC Neguinho do Kaxeta will make the stage their space for showsin addition to DJs such as Th4ys, Menezes and Arana.
LalaLAB
A space with the best musical technological resources for guests to feel the experience of making a sound inside Casa Lalá. With production oriented by GR6 and content recorded by Kondzilla, the crowd will have their moment in the studio, by appointment.
Talks e Workshops
“Audiovisual production in the hood” and “Proud to be a Lacosteiro” are some of the themes present in the talks that will take place during the event, mediated by Julia Reis, cultural and music journalist. already the workshops will address various issues, such as upcycling and production of beatstaught by important names in the movement, such as DJ Arana.
Exhibition of Relics
Under the curatorship of Fernanda Correrua, during the nine days of the event, iconic and historical Lacoste pieces will be on display as in a museum pop-up. Os looks will make a overview of the brand’s history, going through the 30’s and 40’s, until arriving at runway pieces from the 2000’s and collabs with the Campana brothers, in addition to the 2014 Brazil capsule collection.
Pop-up Store
An event for a community passionate about Lacoste needs special pieces for sale. For that, one Pop-up Store will be assembled with an exclusive anniversary collection.
giving the letter
The love for Lacoste is present in the lyrics of many rhythm songs like funk e trap and many of them are emblematic for the audience present. With that in mind, personalized licks will shape an instagrammable environment with several song excerpts, illustrating an external wall of Casa Lalá. Ideal for photos!
Gastronomy and Drinks
The beverage sales service will have a bar made up of Tiger Beer, Chivas and Redbull partners, in addition to non-alcoholic beverage options. The food part will be led by Organicamente Rango, where chef Tia Nice will present a menu with snacks, such as the traditional ham sandwich; desserts and options for all palates, including vegetarians.
Service
lala house
Data: May 18 to 27, 2023
Local: LabOf | Rua Tangará, 132 – Vila Mariana, São Paulo (SP)
Time: Consult schedule on the website
limited tickets: Lala House
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