Lacoste celebrates its 90th anniversary. Acknowledging the rise of the lacosteiro movement within Brazilian low-income communities, especially in urban areas and favelas, the brand recognizes its cultural significance among the youth, influencing music genres like funk and trap, and fashion trends.

Lacoste aims to embrace and celebrate the lacosteiro culture as part of its milestone anniversary through Casa Lalá. This activation seeks to authentically embody the Lacosteiros lifestyle, engaging the community, supporting aspiring musicians and creators, and showcasing personal connections with Lacoste apparel through "The Lacosteiro Wardrobe."

Invite Lacosteiros community members to create Casa Lalá - a communal space honoring Lacosteiros culture through music, fashion, and art. Provide resources for amateurs to grow professionally. Spotlight individual stories behind Lacoste garments, fostering emotional connections with the brand.

Engage authentically with the Lacosteiros community.

Support talents.

Illuminate personal connections with Lacoste apparel.

Casa Lalá embodies an immersive cultural venue celebrating Lacoste's history and the lacosteiro lifestyle, embracing its influence on music, fashion, and art in Brazil. It serves as a vibrant hub for the lacosteiro community, reflecting Brazilian street life with colorful murals and neon lighting. Divided into zones, it features a gallery showcasing Lacoste apparel stories, Lalá Lab for aspiring musicians' mentorship, and art spaces inspired by bailes funk culture. Renowned hitmakers like DJ Perera, funk audiovisual partners and talent agents like Kondzilla and GR6 producing content and offering mentorship sessions, fostering dreams of professional music careers. Through talks, live performances, and music showcases, visitors immerse themselves in Brazilian street culture's rhythm and energy. Casa Lalá showcases Lacoste's genuine reinvention throughout its history, affirming its cultural relevance for almost a century.

Casa Lalá's 9-day activations aimed to resonate with the lacosteiro community and a broader audience, particularly Brazilian low-income youth (18-35) deeply engaged with lacosteiro culture. The approach celebrated their lifestyle, offering self-expression, skill development, and cultural enrichment. Engagement tactics included authentic representation through curated spaces, inclusive programming - featuring workshops and performances, community empowerment with resources and mentorship, and a cultural celebration highlighting lacosteiro's influence on music, fashion, and art. This strategy aligned seamlessly with organic content posting (with urban / Peripherical content partners,,like Kondzilla) and media coverage, amplifying the event's impact in authentic relevant manner.

The execution of Casa Lalá was meticulously planned and executed. With 3 months dedicated to planning and designing, the project involved the expertise of Fernanda Correrua, a creative director, producer and adviser that has her origins in the peripheries, who provided conceptual and application assistance to ensure a cohesive and immersive experience, together with MC Hariel - co-curator of Casa Lala and brand ambassador for Lacoste and a self proclaimed Lacosteiro since day one. The venue was carefully divided into themed spaces to create specific points of contact, including Exhibition, LalaLab for music recording, Plenary, Workshops, and LalaFood.

The timeline for execution included 4 days of setup, 9 days of action, and 2 days of teardown, allowing for ample time to transform the space and ensure all activations ran smoothly. During the 9-day activation period.

Among audience, influencers, artists and press, Casa Lalá had a total of 3.772 visitors in 9 days of activations. Tickets were free, distributed online and sold out in less than 2 hours. When it comes to online response, Casa Lalá went viral! Thousands of content were shared online and the results resonate until these days.

In the LalaLab, 48 tracks were recorded as a result of partnerships between artists and renowned music producers from GR6 (important funk label in Brazil). Some of them resulted in later contracts.

Lacoste faced some initial backlash for aligning with the lacosteiro community by some consumers representing the upper class clientele, which expressed dissatisfaction with the brand’s positioning / connection with poorer audiences. Casa Lalá, however, was proof that expanding the brand's target audience makes a lot of sense for branding, brand placement in the spotlight, conversations and brand love.