Pop-Up Serves the Full Lacoste Experience

April, 2019


- 2019 Miami Open premier event
- “Serve like Novak” brand activation
- Fully customized Lacoste BB10 pop-up
- Easy up, easy down pop-up design

A fully customized BB10 unit for the 2019 Tennis Miami Open

Iconic sportswear and casual clothing maker Lacoste has been a supporter of professional tennis since the company first designed its iconic polo shirt. Today, that relationship continues embodied in the person of no. 1 ranked tennis star Novak Djokovic and the tennis apparel collection that bears his name. As the Platinum sponsor, the event marketer wanted to offer a deeper brand experience at the 15-day 2019 Miami Open, one of the premier events on the world pro tennis circuit, held at the end of March at Hard Rock Stadium. For its immersive marketing activation, the brand enlisted the help of Novak and a fully customized pop-up venue from Loki Box Design, which was deployed front and centre alongside one of the Open’s main outdoor pavilions, both structures fully wrapped in the brand’s soft pastel colours.

The unit became the perfect home to the very popular photo booth activation where tennis fans could have their picture taken as they tried to “Serve like Novak” against a blue backdrop. Fans with the closest service style to the star player’s could win tickets to the Open finals. The entire experience took place inside the fully Lacoste-branded BB10, which has a closed footprint of only 64 sq ft but opens to more than double that size, including three covered pop-up wings protected from the weather.

Tennis enthusiasts had plenty of space to line up to take part in the very popular activation and autograph signing with their hero. Not only does the Loki Box Design BB10 punch way above its weight, it is one of the quickest and easiest pop-up kiosks to deploy and can be set-up and torn down by a person working alone. An added plus, with integral lighting, the BB10 is equally suited to day or night use.