On September 19th, Lacoste will unveil ‘La Machine’, an interactive installation in NYC’s Grand Central Station. People from around the world can participate online – more information here at the FB page – or in person at the launch. What exactly this ‘machine’ does is unclear to us, so we’ll let you read straight from the press release & maybe you can fill us in:
La Machine L.12.12 is a unique interactive visual installation which shows that transformation of the shirt into a fragrance both mechanically (you can watch as a polo shirt is magically transformed into a bottle of EAU DE LACOSTE L.12.12), and virtually through special user generated videos – 35,000 people around the globe will become part of the La Machine L.12.12 instillation for the world to see.
We’re not sure how exactly a machine is going to mechanically turn a shirt into a bottle of cologne, but we’re more than curious to see it done, or attempted for that matter.