CHINA. Following the announcement of a far-reaching collaboration last month, French fashion house Lacoste and gaming developer to accessories business Minecraft have opened a pop-up store at China Duty Free Group’s downtown duty free store in Mova Mall, Haikou.
The co-branded pop-up, open throughout April, is dedicated to the partnership and highlights the Spring/Summer 22 series Lacoste x Minecraft limited-edition range.The story was first reported on WeChat by Jason Cao’s DutyFree Expert.
Minecraft and Lacoste unveiled their collaboration on 12 March with an event at the E-Spot, a popular gaming spot on Rue de Rivoli in Paris.
The two companies said that Lacoste x Minecraft is “about building bridges between two worlds”. They added: “This collaboration is also an exploration in the virtual as well as in the real. Adventurous, brilliant and with fair play, all styles of players can now wear a custom-made uniform. A collection that focuses on the uniqueness of each, to better celebrate it.”
A Croco Island map, developed especially for the occasion, is available for free to gamers worldwide.
Lacoste said: “For more than a decade, gaming enthusiasts of all ages have been immersed in the multi-coloured landscape maps of Minecraft. Today, this singular universe is immersed in a Lacoste collection that has nothing virtual about it: a 360° wardrobe for men, women and children, where the ready-to-wear and accessories are adorned with the pixelated graphics of Minecraft.”
The Lacoste x Minecraft collection merges the codes of both brands. It mixes mythical pieces from the crocodile brand (printed polo, monochrome sweatshirt, cap featuring a large crocodile) and sportswear elements such as logoed sports bras and tapered leggings).
The crocodile has been redesigned and pixelated by the Minecraft Creative Studio while quotes from both brands around the notion of play are featured on the collection’s key pieces.
Footnote: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province. Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
Coming soonThe Moodie Davitt Report is delighted to announce the launch of 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine dedicated to our industry’s hottest market. The new digital title, to be launched in April, will be published in Mandarin and English four times a year across multiple platforms.  This exciting new digital magazine from the world’s leading travel retail publisher will focus on all aspects of China’s travel-related ecosystem, including:
To subscribe, please email Kristyn Branisel at Kristyn@MoodieDavittReport.com For advertising and sponsorship enquiries please contact Irene@MoodieDavittReport.com or Sarah@MoodieDavittReport.com. For all editorial enquiries please contact Martin Moodie at Martin@MoodieDavittReport.com |
