Lacoste ATP Finals

Supporting Lacoste in amplifying their presence during the Nitto ATP Finals

We were asked to support Lacoste in an activation site during the Nitto ATP Finals held at the O2 Arena in November. Edge Retail successfully adapted a global toolkit to work in a challenging space to bring Lacoste L’Homme Intense to life for sporting fans attending this event. The giant croc created a fun engagement piece to attract passers-by and a large TV screen played multiple adverts whilst a team of staff supported sampling of both Lacoste L’Homme and L’Homme Intense fragrances. This freestanding build was considerate of the existing activation on this site which had to remain in place during the event.

Illuminated Display

Two illuminated logo headers gave the site additional lighting and a provided a high-level brand beacon.


A small podium to glorify testers also provided much needed storage for blotters and other supporting material without taking up floor space.