Lacoste returns to Sónar with a conceptual proposal that transforms its space into a hub for exploration, memory, and connection.
In this edition, the brand reaffirms its bond with the global creative community through an environment that reflects both its iconic past and the imagined futures proposed by the festival.

Inspired by “Lacoste nostalgia” and the idea of a utopian archaeology, the brand space features a retro-futuristic aesthetic where technology and memory intertwine to generate new narratives. Reflective materials and metallic finishes shape an immersive atmosphere that pays tribute to the brand’s origins while projecting it into the future.

At the heart of the space is the pit: an immersive installation that functions both as an archaeological site and a conversation pit. Inspired by the sunken lounges of the 1970s, this intimate zone invites visitors to pause, observe, and engage in dialogue—even amid the festival’s frenetic pace.

The main activation, “Reveal your Icon”, is an interactive game where participants uncover hidden items that represent key moments in Lacoste’s history. Each object discovered serves as a bridge to the brand’s legacy. Visitors will also be able to take home two exclusive pieces created for Sónar: 3D-printed charms—symbolic little treasures—and towels designed as this summer’s must-have accessory.

The space is rounded out with fans, charging points, and carefully curated decor, making it a true oasis to recharge both body and mind during the festival.