Lacoste and The Plaza, A Fairmont Hotel, have renewed their partnership for New York’s tennis season, bringing the French sportswear brand into several areas of the landmark Fifth Avenue property ahead of the U.S. Open.
Running from August 12 through September 6, the collaboration spans a retail pop-up, hotel installations and the return of Le Café Lacoste at The Palm Court. The activation extends from the hotel’s Fifth Avenue entrance through its lobby and into the historic Edwardian Room.
The project uses Lacoste’s established tennis identity as the connecting element across the different spaces. The hotel’s Fifth Avenue entrance is treated in the brand’s signature green, creating a visible exterior intervention on one of New York’s best-known retail and hospitality addresses. Inside, a tournament-inspired installation occupies the lobby, while the Edwardian Room houses a dedicated Lacoste retail pop-up.
The retail component brings together accessories, limited-edition pieces and co-branded apparel created for the collaboration. Rather than operating as a conventional store, the pop-up forms part of a wider hotel takeover, linking the product presentation with Lacoste’s tennis positioning and The Plaza’s hospitality environment.
A Hotel-Wide Brand Installation
The Plaza provides the setting for several separate but connected Lacoste interventions.
At the entrance, the brand’s green colour becomes part of the building’s exterior presentation. Inside the lobby, the installation introduces a tennis reference into the hotel’s historic interiors. The Edwardian Room then shifts the focus toward retail, providing a dedicated environment for the Lacoste collection.
The approach allows the collaboration to operate across different forms of brand engagement rather than concentrating everything within a single display. The entrance provides visibility, the lobby carries the visual installation, and the Edwardian Room provides the commercial retail component.
The activation also extends into The Palm Court, where Le Café Lacoste returns with a tennis-themed version of the hotel’s afternoon tea. The menu includes French-inspired dishes with references to tennis, alongside the Café Lacoste Polo pastry.
The afternoon tea is priced from $150 per person and is being offered daily during the activation period.
Connecting Tennis, Fashion and Hospitality
The partnership reflects Lacoste’s longstanding association with tennis while placing the brand within a broader luxury hospitality setting.
The timing is deliberate. The activation coincides with New York’s tennis season and the U.S. Open, giving Lacoste a physical presence away from the tournament site and into the city’s retail and hospitality landscape.
For The Plaza, the collaboration introduces a contemporary sportswear brand into several of its public spaces while retaining the hotel’s existing architectural framework. For Lacoste, the property provides a high-profile setting in which fashion, retail and hospitality can operate together.
The activation is also a continuation of the relationship between the two brands. Lacoste and The Plaza staged a similar tennis-season collaboration in 2025, including Le Café Lacoste and branded hotel experiences. The 2026 edition expands the programme with the retail pop-up and a broader set of installations across the property.
Photos by Lacoste
