At The Hoxton you can order a Lacoste via room service The French brand has collaborated with the hospitality icon and Michael McGregor on a capsule collection inspired by the hotel stay
The Hoxton and Lacoste have announced "Room Service", a limited-edition capsule collection created with artist Michael McGregor, built around the gestures that accompany a hotel stay. The concept plays directly on the idea of room service: the capsule can only be ordered from a menu created especially for the occasion and will be delivered directly to guests' rooms at Hoxton hotels.
The collection consists of seven pieces, including a reimagining of the Lacoste polo shirt alongside t-shirts, sweatshirts, pyjamas and a bathrobe. McGregor's illustrations run throughout the garments with references to the world of hospitality, complemented by bold typography that sits within Lacoste's clean lines and green-and-white palette. Rounding out the project is an actual menu, offered by The Hoxton and curated by McGregor based on his favourite foods. Options range from a cheeseburger with fries to an omelette, along with the ever-present club sandwich. Guests can also choose between a classic Negroni or a mezcal version, and the offering closes with a glass of Champagne.
The collaboration holds a different meaning for each of the parties involved. The Hoxton, marking its twentieth anniversary, plays on one of its most familiar gestures. Lacoste tests its lifestyle vision on the terrain of hospitality, while for McGregor the codes of hotel culture become a surface on which to layer colour, humour and character.
At a time when e-commerce makes any product available at any moment, "Room Service" takes a different direction. The pieces are designed to keep travelling the world in the luggage of those who buy them, but the first encounter can only happen in one place: the Hoxton Hotels.