Space Co-Branding

Jooyun Kim's 
Spacebranding vol.08


 "Colors can stimulate and inspire our emotions and imagination when used in attractive and sensual ways."



<‘Lacoste x Polaroid Campaign’>
Lacoste and Polaroid launched a collaboration collection of brightness and innocence on March 17, 2021, following the values ​​of color and the retro spirit of the two companies.


"Lacoste x Polaroid Campaign" was held on the streets of Sinsa-dong, Seoul, South Korea until April 17, 2021. This street is called ‘Garosu-gil’ because there are about 160 ginkgo trees in a row.

144 trees were dressed in bright, vibrant colors and transformed into an immersive aesthetic space for pedestrians on the street. @Jooyun Kim

There are small coffee shops and restaurants, Korea's first Apple Store, and clothing stores of famous designers. Due to the covid-19 crisis from the beginning of 2020, the street became less crowded, and in the end, many shops on the first floor were empty due to the burden of renting, and it became like a ghost street.

<“#Meet a new day”>
A short but new co-space branding on the streets of Garosu-gil was launched with a campaign titled “#Meet a new day”. Lacoste and Polaroid created a 'Lacoste x Polaroid' rainbow color pop-up zone using empty first-floor shopping malls and trees along the street. 

Lacoste Flagship Store©Jooyun Kim

Lacoste Flagship Store©Jooyun Kim

The empty shops next to the Lacoste flagship store were filled with the humor of inflatable crocodiles dyed in the five rainbow colors, red, orange, yellow, green, and blue, which are the symbols of Polaroid. The ‘Lacoste x Polaroid Campaign’ provided a refreshing feeling to uplift passers-by in the difficult pandemic daily life.

Orange Space Co-Branding in an empty store © Jooyun Kim

Blue Space Co-Branding in an empty store © Jooyun Kim

Red Space Co-Branding in an empty store © Jooyun Kim

<Space co-branding>
Gloomy street atmosphere due to the covid-19, the street has changed to a lively street with a hopeful rainbow color. Through this campaign, the two brands said, "We want to convey the exciting hope of becoming one with color." 

Color has recently become one of the most important visual communication tools for brands. The same is true in the metaverse space. 

Colors can stimulate and inspire our emotions and imagination when used in attractive and sensual ways. Global reports predict that color will be an important part of the brand experience after the pandemic.

Co-branding is not usually co-developed centered on products. However, it is a very special case to have a large pop-up on streets and empty shops like the "Lacoste x Polaroid Campaign."

© Jooyun Kim

The 144 trees on Garosu-gil Street in Sinsa-dong are transformed into an immersive aesthetic space for pedestrians wearing bright and vibrant colors. The five symbolic colors of polaroids and the cute alligator logo are the most important legacy of each brand.

© Jooyun Kim

Together, the two brands provided the value of joy to the hearts of people who have suffered from the daily covid-19 virus on one street through the


“#Meet a new day” campaign. As a result, customer loyalty to each brand has been increased through a space called Sinsa-dong  Garosu-gil.







<5 Summaries>

 "Colors can stimulate and inspire our emotions and imagination when used in attractive and sensual ways."

"Color has recently become one of the most important visual communication tools for brands."

"Lacoste and Polaroid carried on the retro spirit of the two companies and proceeded with street space co-branding."

"Gloomy street atmosphere due to the covid-19, the street has changed to a lively street with a hopeful rainbow color."

"Bright and vibrant colors offer immersive aesthetic experience on the streets."


Jooyun Kim

jykim@hongik.ac.kr









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