Lacoste Turns The Fount Bar Into a Tennis Clubhouse at Selfridges London

transformed into a contemporary tennis clubhouse, combining the atmosphere of a private members’ club with the playfulness of a sports venue. The concept was designed to reflect the style, confidence and social energy associated with tennis, while giving visitors a new way to engage with the brand.

For Lacoste, tennis is much more than an inspiration. The brand was founded in 1933 by French tennis player René Lacoste, who became known as “The Crocodile” during his career. His nickname later became the now-iconic logo that appears on the brand’s polos, knitwear, footwear and accessories.

The original Lacoste polo shirt changed the way athletes dressed on court. Made from cotton petit piqué, it offered a more comfortable and practical alternative to the traditional long-sleeved tennis shirts of the time.

Over the decades, the style became a fashion staple, helping Lacoste move from sportswear into a broader lifestyle brand. Club Lacoste draws on that heritage but presents it in a modern setting. The Fount Bar takeover was not built as a nostalgic recreation of a tennis club…