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.

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Erik R. Adler

Erik Adler is the Editorial Director for Alpha Brand Media. An avid cyclist, when he's not working he can be found restoring vintage bikes for his collection. Proud Estonian. Not so proud Ticats fan.

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