Lacoste
French Evolution
French Evolution (Evolução Francesa) was a curatorial label that acted as a relationship and content platform for Lacoste Brasil
with integrated branding actions to bring the brand closer to a younger audience and create a more contemporary local personality.
The label acted for 3 years and brought artists from the effervescent French scene to Brazil for the first time, held 3 art exhibitions, visited 5 capitals, published 2 artbooks and presented tons of new ways of sporting a Lacoste through the lenses of stylehunters from Brazil and the world (including The Facehunter himself).
2009 . Year One
In the first year, Jean-Michel Bertin (who among many works, created Justice’s visual identity) came to sign the set design for the Lacoste Red! brand launch event on Surface2Air (Red! was re-released as Live! the following year). Yaz created an iconic necklace with the red crocodile, a single exclusive piece. Clara3000 did what she does best: two exclusive DJ sets for download (both played live, one at each event). She also registered her time in São Paulo with a Lomo camera.
All works were exhibited at Oscar Freire’s Flagship Store, and the store changed its interior every month of the project, following the presence of each artist in Brazil.
2010 . Year Two
In the second year, 3 French artists (curated by Colette's mentor, Sarah Lerfel) and 5 Brazilian artists (curated by Dani Ueda) moved for a month to an house-atelier in Santa Teresa, Rio de Janeiro. In this creative immersion, they had a mission: to translate the heritage of the Lacoste brand into an exhibition, soon to be named Heritáge.
The art pieces created by them were exhibited in 5 Brazilian capitals and the content displayed on Lacoste stores throughout Brazil.
Here’s a short promo video with some footage taken during the Creative Immersion in the House-Atelier in Rio.
2011 . Year Three
On the 3rd year, the new worldwide concept of the brand, Unconventional Chic, is translated into a digital photo-film exhibition and a portrait art-book, clicked by a Brazilian (Bob Wolfenson) and a Frenchman who lives in Brazil (Ludovic Carème). The portraits and video-portraits were exhibited in an expo-party at the Jockey Clube de São Paulo and later toured Brazil in open exhibitions and in stores.
You can see this project in detail here.
The label continued with its blog’s daily content, covering fashion, art, music and design.
3 Years
of Style-Hunting
During the whole project, the French Evolution Label presented Lacoste’s audience new contemporary ways to use Lacoste. Yvan Rodic (the original Facehunter) traveled around the world. Brazilian style-hunters from all over the country brought the local flavour to the content.
My Contribution
Concept, Creative Direction, Art Direction
Contributors
Creative VP: Mauro Silva
Concept: Lucas Mello, Amnah Asad, Vinícius Facco
Art Director: Raquel Uendi, Ana Helena Tokutake, Alexandre Kiss, André Pauletti, Breno Pineschi (Hardcuore), Marcos BG (Norte/WNova)
Copywriter: Vinícius Facco
Planner: Amnah Asad, Marina Coutinho
Producer: Aline Rizzotto, Lucas Costa, Fernanda Oliveira
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2009
Jean-Michel Bertin (FR)
Clara3000 (FR)
Yazbukey (FR)
Curator: Surface2Air (FR/BR)
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2010
André Azevedo (CWB)
Anthony Vaccarello (FR)
Badenov (RJ)
Carol Bertier (SP)
Peacetu (SAL)
Peter Boesch (FR)
Rodrigo Borges (BH)
Roman Moriceau (FR)
Curator: Collete (FR) & Daniel Ueda (BR)
STYLEHUNTERS
Renata Abranches and Tiago Petrik, from Rio Etc (RJ)
José Camarano (RJ)
Alisson Louback (SP)
Luigi Torre (SP)
Karla Gironda and Jaqueline Carvalho (CWB)
Bruna Miranda and Mônica de Paula from Ameixa Japonesa (BH)
Pri Muniz (SAL)
Leo Amaral (SAL)
Regina Dabdab (FR)
Yvan Rodic, The Facehunter (SWZ)
AMBIENT DESIGN
Deli Studio
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2011
Bob Wolfenson (BR)
Ludovic Carème (FR)
Styling: Paulo Martinez.
Portraits:
Ana Claudia Michels
Criolo
Dan Stulbach
Facundo Guerra
Gringo Cardia
Houssein Jarouche
Lara Gerin
Mayana Moura
Morena Leite
Paulo Borges
Rony Rodrigues
Sarah Oliveira
Art Book
Print Production: Aline Rizzotto, Lucas Costa
Curatorship: Ricado Feldman, Amnah Asad, Lacoste
Executive Production: Ricardo Feldman
Printed by Burti
Launch Exhibition @ São Paulo’s Jockey Club
with synched multi-projections of videos and photos
Tech: 32Bits®
Production: Sérgio Santos
Ambient Design: Estúdio Gru
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Evolução Francesa / French Evolution Site
Design 1: Raquel Uendi
Code: Diego 3
Design 2: Breno Pineschi @ Hardcuore
Code: Intelio / WNova
Design 3: Norte, Marcos BG via WNova
Code: Intelio
Agency: ℓiⱴε (formerly LiveAD) (São Paulo)
Year: 2008 - 2011