The Lacoste site at the Australian Open needed to start with a structure ensuring that no matter the weather, this would be an effective, functioning space. The perfect tie in with the brand positioning and philosophy was an inflatable structure.

The inflatable was also different and clearly visible from all four sides, it allowed for strong, integrated branding of the facility – important as a new sponsor – it was a facility unique to The Australian Open.

With a stunning external appearance it was important that the interior lived up to the brand as well. This facility was to be a retail space, but it also needed to be a brand experience.

The feel of the space upon entering was critical. We wanted people to walk into a space that was light, fresh, natural, clean and cool. Therefore, along with the bright and light feeling of the structure, we used a quality artificial turf as the flooring. The turf immediately created a relaxed and almost cooling feel (particularly coming off the hot bitumen outside).

People entered through a series of glowing pictorial ‘totems’ that provided insight into the history of the founder. The retail space was then designed as a logical progression of product, designed to create and inspire the most sales possible. Enhancing the appeal of the product 2Fish created fun tennis inspired fixtures using nets and umpire seats

At the back of the two retail spaces super sized visuals help to ground (and sell) the merchandise and brand. This also allowed for the perfect spot to integrate change rooms (and asset storage).

As the ‘centre attraction’, 2Fish invented the game Lacoste Spin Tennis. Based on a foosball table and the game of tennis - this game was kept busy open till close every day. It was supersized at 5 metres long the finely detailed design ensured that the premium quality of the brand was appropriately reflected. Spin Tennis came complete with printed rules and an electronic score board.

Onlookers could watch the action on the Spin Tennis table on the courtside tiered seating. A large overhead custom light drew the eye to Spin Tennis and also allowed the rigging of a large high resolution screen ensuring no one missed any action on the ‘real’ centre court!

Colours throughout the space were kept high-key allowing the product to take centre stage and the feeling to remain light, bright and airy.