French fashion-sport house Lacoste transformed London’s iconic Selfridges into an immersive celebration of tennis culture with Le Club Lacoste, a takeover spanning the department store’s second-floor atrium, select window vitrines, and the Alto by San Carlo rooftop restaurant and terrace. Timed to coincide with the height of the summer tennis season, the installation blended fashion, hospitality, and experiential retail into one cohesive brand experience.
At the heart of the activation was the rooftop restaurant, reimagined as Le Club Lacoste. Inspired by the brand’s rich tennis heritage, the space featured a sophisticated club atmosphere with emerald green velvet seating embroidered with the iconic crocodile logo, marble finishes, bespoke bar detailing, and tennis-inspired cocktails. Large digital screens broadcast live Wimbledon matches while archival imagery celebrated founder René Lacoste’s legacy, allowing visitors to immerse themselves in the brand’s sporting history.
Inside the store, Lacoste transformed the second-floor atrium into a dynamic installation inspired by the textures and geometry of grass courts. Sculptural elements interpreted tennis court markings in abstract forms, creating an environment that reflected movement and athleticism while showcasing the debut runway collection by Creative Director Pelagia Kolotouros in a global retail exclusive. The experience extended to Selfridges’ window vitrines, where graphic installations reinforced the brand’s distinctive blend of French elegance and sport.
Produced by Harlequin, the takeover demonstrated how expertly executed experiential design can elevate a retail environment beyond traditional merchandising. By seamlessly connecting hospitality, visual merchandising, fashion presentation, and storytelling, the installation transformed Selfridges into a destination that invited customers to experience the Lacoste lifestyle rather than simply shop the collection.
For more projects by Harlequin, visit their WindowsWear profile.
