Lacoste and The Plaza expand their seasonal partnership with hospitality, retail, and tennis-inspired activations across the landmark New York hotel
The Plaza, A Fairmont Hotel, and Lacoste will renew their tennis collaboration in New York from August 12 through September 6, bringing back Le Café Lacoste to The Palm Court alongside new hospitality, retail, and experiential activations throughout the hotel.
The collaboration will coincide with New York City’s tennis season and build on the brands’ partnership from last year. The latest edition will combine Lacoste’s French sportswear heritage with The Plaza’s hospitality positioning through a series of branded touchpoints across the property.
At The Palm Court, Le Café Lacoste will return with a reimagined Afternoon Tea featuring classic French flavors and tennis-inspired details. Executive Chef Muhannad Al Ateem and Executive Pastry Chef Kevin Clemenceau developed a menu of returning favorites and seasonal creations, including the Café Lacoste Polo pastry.
The collaboration will extend beyond the dining experience. The Plaza’s Fifth Avenue steps will be wrapped in Lacoste green, while the hotel lobby will feature a tournament-inspired installation. The historic Edwardian Room will also host an exclusive Lacoste retail pop-up offering a curated selection of accessories, limited-edition pieces, and co-branded apparel created for the collaboration.
Additional details throughout the hotel will include specialty Cocktails, themed music, bespoke décor, and other tennis-inspired design elements. Together, the activations position the partnership as a broader hospitality and retail experience rather than a single dining or product initiative.
“Last year’s partnership was a grand slam, and we’re thrilled to build on that success this season,” said Sam Ioannidis, Managing Director of The Plaza. “The Plaza and Lacoste share a passion for timeless style, craftsmanship, and creating memorable experiences. This year’s collaboration brings that vision to life across the hotel, inviting guests to immerse themselves in the excitement of New York City’s tennis season from the moment they arrive.”
The return reflects Lacoste’s continued use of hospitality and cultural experiences to extend its brand identity beyond traditional retail, while The Plaza uses fashion partnerships to connect its historic luxury positioning with seasonal programming in New York. The collaboration will remain in place for a limited period through September 6.
