LACOSTE AND THE HOXTON LAUNCH ROOM SERVICE COLLECTION

Lacoste

Lacoste

Lacoste

Lacoste

Lacoste

Lacoste

Summary:

• Lacoste partners with The Hoxton for an exclusive clothing release.
• Guests buy items from their rooms using a specific menu.
• The collection includes seven unisex pieces featuring Michael McGregor artwork.

Lacoste and hotel chain The Hoxton present Room Service. This partnership integrates clothing sales directly into temporary accommodation. You must book a room to buy the items. The brands do not sell the collection online or through external retail stores. The hotel serves as the only point of purchase.

The project operates across 19 global locations simultaneously. When you check into The Hoxton Florence or another property in the group, you find a specific ordering menu on your nightstand. The Florence property occupies a 16th-century Palazzo Ricasoli building featuring 1980s postmodern design additions. Properties in London, Paris, New York, and Amsterdam also participate in the initiative.

The limited-edition line includes seven unisex garments. You choose from polo shirts, graphic t-shirts, sweatshirts, pajamas, and a custom bathrobe. American artist Michael McGregor drew the illustrations for the apparel. His drawings depict everyday hotel rituals like reading the morning paper or ordering breakfast in bed. The clothing incorporates traditional green and white color palettes associated with the French tennis brand. The pieces use high-quality cotton materials suitable for lounging.

You dial the front desk from your room phone to place an order. Hotel staff members bring the requested sizes directly to your door. You try the clothes on in complete privacy. If a garment does not fit, you call down for a replacement size. The final purchase amount appears on your room bill at checkout. A standard polo shirt costs 150 €.

This strategy requires you to travel and stay at the hotel to acquire the merchandise. You engage directly with the physical property to access the products. The collaboration shifts retail away from traditional stores and places the transaction within a private hospitality environment.