Lacoste Takes Over The Plaza for U.S. Open Season
Lacoste is turning The Plaza Hotel into a tennis-themed destination for this year's U.S. Open, wrapping the landmark's Fifth Avenue steps in signature green and filling its interiors with French sportswear, pastries and limited-edition merchandise.
The collaboration runs from August 12 through September 5, timed to New York City's tennis season, with the U.S. Open's main draw beginning the last week of August WWD. It is the second year the French brand and the hotel have partnered for the tournament window. Sam Ioannidis, managing director of The Plaza, said the collaboration builds on last year's partnership and reflects "a shared passion for timeless style, craftsmanship and memorable experiences." Eric Vallat, chief executive officer of Lacoste, said returning to The Plaza allows the brand to celebrate New York's tennis energy through an experience combining French elegance, hospitality and sporting heritage.
The Palm Court, the hotel's century-old dining room, will host Le Café Lacoste, a reimagined Afternoon Tea. Executive Chef Muhannad Al Ateem and Executive Pastry Chef Kevin Clemenceau designed the menu, which includes the signature Café Lacoste Polo pastry. The Plaza's website lists the Afternoon Tea as available from August 13 to September 10, slightly longer than the broader hotel activation. The package also includes immersive hotel activations, a lobby installation and a transformed Fifth Avenue entrance.
The retail component lands in The Plaza's Edwardian Room, where a Lacoste pop-up will sell co-branded caps, bathrobes, tote bags, men's and women's polos, hoodies and crewneck sweaters. Prices range from $70 to $130. The selection is described as a curated collection of accessories and limited-edition pieces.
Beyond the hotel, Lacoste has two additional New York activations lined up. The Lacoste Foundation and City Parks will host a tennis clinic in Central Park on August 28, celebrating a 16-year partnership between the two foundations. About 100 participants are expected, including students from City Parks' tennis programs. Separately, Lacoste will partner with Extra Butter, a New York cinema-streetwear boutique, for a limited-edition retail experience. Brooklyn-based chainstitch artist Ramell-Correen Frederick, who works under the name Tatoo'd Cloth, has created 40 exclusive customised patches to be sold at Extra Butter's Long Island City store, with in-store customisations on the August 29 launch.
For tennis fans and hotel guests alike, the takeover means a chance to browse courtside-inspired gear inside one of New York's most famous addresses while the tournament plays out across the park. The polo-branded pastry alone may be worth the visit.
