Lacoste La Machine L.12.12

Stop by Grand Central Terminal this afternoon to catch the final day of the Lacoste La Machine L.12.12 installation. Constructed by world-renowned high-tech collective Tronic, the innovative hexagonal sculpture melds animation and architecture with experiential and interactive design, with the purpose of introducing Lacoste’s Eau de Lacoste L.12.12 fragrance collection. It also allows up the company’s global social media fans to enjoy a few seconds of fame via personalized video sequences, and every 20 seconds La Machine mechanically and virtually transforms a Lacoste L.12.12 shirt into an Eau de Lacoste L.12.12 bottle. In short, it’s a mesmerizing study of the ways in which art, fashion and commerce intersect in a simultaneously virtual and tangible world, while the historical setting underscores the dramatic nature of this continuous and rapid transition.

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