Ahead of Roland-Garros 2026, Paris transformed into an open-air celebration of tennis culture through a series of immersive citywide activations spanning the iconic Champs-Élysées and a spectacular rooftop installation overlooking the Eiffel Tower.
Blending sport, lifestyle, and experiential design, the activations extended the energy of the legendary tournament beyond the clay courts and into the heart of the French capital. Designed to capture the spirit of summer in Paris, the installations combined Roland-Garros’ unmistakable terracotta palette with elevated hospitality experiences and panoramic city views.
One of the standout moments unfolded atop a Paris rooftop beneath a sweeping glass canopy facing the Eiffel Tower. The space was transformed into an elevated tennis lounge complete with branded clay-colored flooring, custom Roland-Garros deck chairs, café seating, and Lacoste detailing throughout. Against the dramatic Paris skyline, guests were invited to experience the tournament atmosphere from above the city, where sport and leisure merged into a distinctly Parisian moment.
Green courtside graphics, oversized crocodile branding, and the phrase “Life Is A Beautiful Sport” anchored the environment, reinforcing Lacoste’s long-standing relationship with tennis heritage and French elegance. The rooftop activation functioned as both a hospitality destination and a visual extension of the Roland-Garros universe — equal parts sporting event, social club, and luxury lifestyle experience.
Simultaneously, the Champs-Élysées became a stage for Roland-Garros 2026 through a large-scale public animation celebrating the anticipation surrounding the tournament. The activation brought the energy of the Grand Slam directly into one of the world’s most recognizable avenues, engaging locals and international visitors alike through immersive visuals and branded experiences.
Together, the installations highlighted how Roland-Garros continues to evolve beyond sport into a broader cultural event — one that intersects fashion, design, hospitality, and entertainment while remaining deeply rooted in Parisian identity.
By transforming rooftops and public spaces into immersive environments, Roland-Garros 2026 once again demonstrated the power of experiential storytelling, using the city itself as an extension of the tournament experience.
