Lacoste Takes Over The Plaza in New York for the Final Major Tennis Season

The activation reflects Lacoste’s long-standing connection to tennis while placing the brand in one of New York’s most recognisable luxury hospitality settings. From Fifth Avenue to The Palm Court and the Edwardian Room, the partnership brings together sport, fashion, food and retail in one branded experience.

A Tennis Takeover at The Plaza Club Lacoste transforms several areas of The Plaza, the Fairmont-managed hotel on Fifth Avenue. Visitors are welcomed by a green carpet installation and a lobby takeover designed to bring tennis energy into the property’s historic interiors.

The collaboration arrives during New York’s biggest tennis period, when the city welcomes fans, athletes, brands and international visitors for the US Open.

Rather than limiting its presence to the tournament grounds, Lacoste has created a city centre experience that allows shoppers and hotel guests to connect with the brand beyond the court. The choice of The Plaza gives the activation an elevated setting…