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

Created by Harlequin, the Fount Bar installation gave visitors a chance to experience Lacoste beyond the shop floor. Instead of presenting the brand through a standard product display, the takeover used hospitality, sport and visual storytelling to build a temporary world around tennis culture.

The activation ran from 22 June to 12 July 2026, coinciding with the height of the British tennis season. This timing was significant. With Wimbledon drawing global attention to London, Lacoste created an experience that connected its French tennis legacy with the excitement of summer in the city.

The Fount Bar was 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…