In a bold celebration of tennis heritage and Parisian elegance, Lacoste has transformed its flagship store on the iconic Champs-Élysées into a vivid homage to the Roland-Garros 2025 tournament. The immersive animation, titled “Le Club Lacoste: Roland-Garros 2025,” honors the French Open with a dynamic visual and retail experience that blends athletic heritage with contemporary fashion.
A Tribute to Clay Courts and French Style
Stepping inside the store feels like entering a luxury tennis club. The central staircase has been transformed into a striking terracotta-hued runway, evoking the famed clay courts of Roland-Garros. Mannequins in elevated, stadium-like displays don crisp, sport-inspired looks in a vibrant palette of coral, navy, white, and Lacoste green. The tiered presentation mimics the seating of a tennis arena, reinforcing the theme of athletic performance and spectatorship.
Above it all, a glowing circular emblem reads “Le Club Lacoste Roland-Garros,” anchoring the installation with timeless branding. It’s not just a nod to the tournament, but a visual statement that places Lacoste at the intersection of sport, style, and spectacle.
A Window Into the Collection
From the outside, the display windows draw passersby with a perfectly symmetrical grid of apparel and accessories. Against rich orange backdrops, curated rows of polos, pleated skirts, caps, and canvas totes are arranged like museum artifacts. It’s an elegant editorial layout that invites viewers to pause, admire, and anticipate the upcoming tournament and capsule collection.
Notable among the collection are graphic tees emblazoned with “Terre Battue,” French for “clay court,” a phrase that has become synonymous with both the French Open and the spirit of perseverance in sport. A mix of pastel and athletic neutrals rounds out the palette, appealing to both die-hard tennis fans and street-style enthusiasts.
Sport Meets Sartorial
Inside, the collection expands into more refined territory. Tailored white suits paired with vintage-inspired tennis bags and rackets stand in sharp contrast to the performance pieces. Set against green carpeting and wall-mounted racquet motifs, this zone feels like a members-only club for the sport’s most stylish players. A sculptural display of Lacoste’s crocodile logos—interspersed with digital screens—pulses with archival clips and new campaign visuals, making it both a retail environment and a visual art installation.
Experience Beyond the Game
More than just a product launch, Lacoste’s Roland-Garros 2025 animation is an immersive brand experience. It positions the brand not just as a heritage label, but as a living, breathing part of tennis culture. The Champs-Élysées flagship, long known for its innovative visual merchandising, continues to set the tone for how fashion brands can authentically intersect with sport and storytelling.
With the French Open just around the corner, this activation is not only a stylish celebration—it’s a reminder that Lacoste’s legacy isn’t just stitched into polo shirts, but into the very soul of tennis itself.
Photos by Lacoste
