Winter postcards on Gran Vía.
Lacoste has decided that Madrid also deserves its own après-ski moment. Therefore, the brand has created a temporary chalet at number 46 Gran Vía. Open from 18 to 23 November, it transports the aesthetics of the mountains to the city centre from the very first step—a direct, simple and fully immersive proposal.
The project draws from René Lacoste’s own creative universe. The founder often painted the Pyrenean mountains surrounding his clubhouse in Chantaco. As a resul, the Holiday 2025 collection and the pop-up’s atmosphere now share the same visual language. Tradition and modernity coexist here, reinforcing the city–nature duality that defines this season.
Inside the chalet, the experience unfolds in a clear and sensory way. The first stop is a ski simulator that activates the brand’s fashion-sport DNA. Next, a gallery-like space showcases the key pieces from Holiday 2025—ideal for gifting, or self-gifting, during the festive season. Everything is displayed with an aesthetic that leans into relaxed elegance and winter nostalgia.
The most surprising element is a cable-car-shaped photobooth. Simple, yet effective, it allows visitors to take home a picture captured in an atmosphere that feels completely detached from the city noise. Further on, the experience concludes at an après-ski bar serving hot chocolate and churros. A warm, almost ritual gesture that offers a genuine moment of pause, as if visitors were escaping the urban rhythm for a few minutes.
Access to the chalet is reserved for Lacoste Members, the brand’s loyalty programme that brings together its closest community. In this way, the maison maintains the exclusive character of the experience.
Furthermore, the après-ski narrative continues just a few metres away at Lacoste Gran Vía. There, until 24 November, visitors to the pop-up can collect a special gift and discover festive packaging created for the season.
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