Lacoste Takes Over Selfridges for a Summer of Tennis

YELLOW TURNS GREEN: This summer Lacoste‘s green hue is taking over Selfridges.

The French luxury sports brand will place itself on the second floor atrium and transform the Alto by San Carlo rooftop restaurant and terrace into an immersive space called Le Club Lacoste.

“We have decided to associate our iconic brand with the power of Selfridges, repeatedly recognized as the best department store in the world. We share a strong affinity for creativity and innovation,” said Catherine Spindler, deputy chief executive officer of Lacoste.

“This year, associating Lacoste with the summer of sport theme is a natural fit and perfectly aligns with our brand’s codes. It is also, and above all, a beautiful setting to showcase our collection from our latest fall 2024 fashion show,” she added.

At the end of last year the department store partnered with the French brand on a pop-up to celebrate Lacoste’s 90th anniversary.

It’s a special moment for Lacoste, as the collection on the shop floor will be from creative director Pelagia Kolotouros’ debut.

Upstairs on the terrace, a special drinks menu for the restaurant has been designed, taking its inspiration from tennis with cocktails taking on names such as Rene, Cucumber Deuce and Match Point Spritz.

Digital screens have been installed on the terrace for visitors to catch live tennis games from the 2024 Wimbledon Championships, which started Monday and will end on July 14.

Lacoste has decorated the space with archival images from the brand’s tennis past, from founder René Lacoste’s tennis career to the first Lacoste polo.