Fifth Avenue Transforms for Lacoste Tennis Activation The Plaza, A Fairmont Hotel, and Lacoste are returning for a second year of collaboration timed to New York City's tennis season, running August 12 through September 6, 2026. The partnership features Le Café Lacoste, a hospitality concept inspired by French café culture, plus immersive hotel activations including a signature Lacoste green-wrapped Fifth Avenue entrance, a lobby installation, and an exclusive retail pop-up.
Afternoon Tea Menu and Hotel Experience Le Café Lacoste returns to The Palm Court at The Plaza with a reimagined Afternoon Tea developed by Executive Chef Muhannad Al Ateem and Executive Pastry Chef Kevin Clemenceau. The menu includes returning favorites and new seasonal creations, with a signature Café Lacoste Polo pastry as a centerpiece. The afternoon service runs 11 a.m. to 4 p.m. daily, priced from $150 per person, with reservations available via OpenTable. Beyond the tea service, the hotel's Fifth Avenue steps will be wrapped in signature Lacoste green, while the grand lobby features a tournament-inspired installation. The historic Edwardian Room will house an exclusive Lacoste retail pop-up with a curated selection of accessories, limited-edition pieces, and co-branded apparel created specifically for the collaboration.
Why It Matters
Luxury hospitality collaborations with heritage sports brands are increasingly leveraging seasonal events and immersive retail experiences to drive foot traffic and revenue during peak travel periods. The Plaza's second-year commitment signals strong performance metrics from the initial activation, while Lacoste's retail pop-up model demonstrates how apparel brands are moving beyond wholesale to control brand presentation in high-traffic hotel environments.
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Written by FBM Publications Editors
