Published on November 5, 2013 | by Hollie Bracciale

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CSM students ‘amaze’ Lacoste director

Winner Cade Featherstone and Lacoste's Design Director Christopher Pillet

Lacoste wants more collaboration with the “amazing” CSM students [Paul Cochrane]

Three Graphic Communication Design students from Central St Martins will see their work used by Lacoste to market a new fragrance in the coming months.

Twenty CSM students had been shortlisted to exhibit their work at the press launch in London, from which the three prizewinners were chosen.

Christophe Pillet, Design Director for Lacoste, told those attending the launch that he was ‘amazed’ by the professional quality of the students’ work; he was so impressed that he wants more collaboration with CSM.

Cade Featherstone, a final year BA Graphic Design student, won 1st prize with his Leap Motion interactive piece inspired by Lacoste’s heritage and sporting origins.

Featherstone created a piece centered on a black tennis ball to reflect the company’s sporting heritage, with the contours of the tennis ball inspiring pictures and typefaces as well as the final interactive design.

Stop and remember

“The idea of a black tennis ball to represent the fragrance seemed very pure as an idea and striking as a visual,” explained Featherstone.

“I wanted people to really stop and remember this image, and so I coded an interactive piece using a Leap Motion sensor. With the wave of a hand the viewer can spin the ball, playfully altering the design.”

Similar to Lacoste’s other advertising campaigns, Featherstone follows the idea of an image or object “always reacting and evolving”.

Joseph Wood, a second year BA Graphic Design student, won second place with his Moving Image, an animation of shapes evolving and eventually forming the fragrance bottle.

Ethos of simplicity

“The piece was inspired by Lacoste’s ethos of simplicity,” said Wood, who entered the competition with the hope of winning “the chance to work with such an established brand”.

Aurélien Richard, a second year BA graphic communication design student, won third prize for his interpretation of a computer loading screen.

Lacoste will be using the design work in their social media campaigns and in press events during the ‘Eau De Lacoste L.12.12 Noir’ campaign.

It is the third in a series of collaborations between CSM Graphic Communication Design students and Lacoste.

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