Lacoste has opened Club Lacoste at The Plaza in New York City, transforming the landmark hotel into a tennis-inspired destination during the season’s final major. Running from August 12 through September 6, the collaboration combines a retail pop up, branded hotel installations and the return of Le Café Lacoste afternoon tea.
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. The hotel has long been associated with New York luxury, hospitality and cultural moments, while Lacoste brings a relaxed French sport-fashion identity through its iconic crocodile logo, polo heritage and tennis roots.
By blending these two brand worlds, Club Lacoste creates a distinctive experience for visitors who want to shop, dine or spend time in a tennis focused environment during the tournament.
Retail Meets Hospitality
A Lacoste retail pop up is open in The Plaza’s Edwardian Room, where visitors can shop curated accessories, limited edition pieces and co branded apparel created for the collaboration.
The pop-up extends the campaign beyond visual branding by giving customers products that connect directly to the setting. Co-branded apparel and accessories allow visitors to take home a piece of the collaboration, turning a short-term hospitality experience into a lasting retail touchpoint.
The Plaza and Lacoste have also brought back Le Café Lacoste at The Palm Court. The tennis-inspired afternoon tea is offered daily from 11 a.m. to 4 p.m. and starts at $150 per person.
The menu includes tennis-themed details, such as Court Side cucumber sandwiches with mint labneh, lemon zest, tarragon and pickled mustard seeds. Guests can also order the Café Lacoste Polo pastry, a signature sweet created as a playful nod to Lacoste’s most famous garment.
