Discover the new animation unveiling our “Spring Summer 26 – Chapter 1” project on the iconic Champs-Élysées in Paris — a poetic interpretation of the season titled “Emerging from Winter.”
Set against one of the world’s most celebrated retail avenues, the latest window installation transforms the façade into a serene yet powerful tableau. A soft green palette washes over the space, evoking renewal and the first breath of spring. The scenography draws inspiration from a classic tennis court — a subtle nod to heritage — reimagined through a contemporary graphic lens. Framed by ornamental motifs and structured latticework, the backdrop creates depth while symbolizing transition: from stillness to movement, from cold restraint to vibrant expression.
At the center of the installation, the emblematic crocodile motif appears oversized and sculptural, grounding the narrative in identity and legacy. Around it, mannequins are positioned in a composed yet dynamic arrangement, as if caught in the quiet anticipation of a new season. Layered silhouettes blend tailoring with relaxed sportswear, reflecting the balance between refinement and ease that defines Chapter 1.
The animation itself embodies the essence of “Emerging from Winter.” The atmosphere feels contemplative but hopeful — a visual thaw. Crisp whites, soft beiges, muted greens, and sun-warmed neutrals suggest longer days ahead. Lighting plays a key role, gradually illuminating the set to mimic the slow return of spring light, enhancing textures and materials while guiding the viewer’s eye across the scene.
This installation is more than a window display — it is a seasonal statement. Through thoughtful composition, heritage references, and modern graphic storytelling, Lacoste reaffirms its ability to bridge sport, elegance, and innovation. “Spring Summer 26 – Chapter 1” opens with a message of renewal, inviting passersby to step forward into a new chapter — one defined by clarity, optimism, and effortless sophistication.
As winter recedes along the Champs-Élysées, the story unfolds: a brand emerging, a city awakening, and a season beginning anew.
