The Plaza, a Fairmont Hotel, and French sportswear brand Lacoste are renewing their partnership for the 2025 New York tennis season, with a month-long activation running from 12 August to 6 September. The collaboration, which debuted last year, returns with a reimagined Afternoon Tea at The Palm Court, immersive hotel installations, and a Lacoste retail pop-up.
Le Café Lacoste Returns to The Palm Court
Le Café Lacoste will once again take over The Palm Court, offering a sophisticated Afternoon Tea menu crafted by Executive Chef Muhannad Al Ateem and Executive Pastry Chef Kevin Clemenceau. The menu blends classic French flavours with playful tennis references, including the signature Café Lacoste Polo pastry. Guests can enjoy the tea service daily from 11am to 4pm, with reservations available via OpenTable.
Beyond the culinary experience, The Plaza's Fifth Avenue entrance will be dressed in Lacoste's signature green, creating a striking visual for visitors. Inside, the hotel lobby will feature a tournament-inspired installation, while the historic Edwardian Room will host an exclusive Lacoste retail pop-up showcasing a curated collection of accessories and limited-edition pieces, including co-branded apparel.
Sam Ioannidis, Managing Director of The Plaza, expressed enthusiasm for the renewed collaboration. "Last year's partnership was a grand slam, and we're thrilled to build on that success this season," he said. "The Plaza and Lacoste share a passion for timeless style, craftsmanship, and creating memorable experiences."
The collaboration underscores a broader trend of luxury hotels leveraging sports partnerships to drive seasonal traffic and enhance guest experiences. For travel professionals, this activation offers a case study in how heritage properties can align with major sporting events to attract both local and international visitors.
The Plaza's partnership with Lacoste follows a series of high-profile collaborations at the hotel, including previous activations with luxury brands. The property, owned by Katara Hospitality and managed by Accor's Fairmont brand, continues to position itself as a destination for experiential luxury in Manhattan.
For agents and tour operators, the tennis-themed Afternoon Tea and retail pop-up provide a new selling point for clients visiting New York during the US Open. The activation also aligns with the growing demand for unique, Instagram-worthy experiences among luxury travellers.
As the travel industry continues to recover, such collaborations are becoming increasingly important for hotels seeking to differentiate themselves. The Plaza's partnership with Lacoste is a prime example of how a storied property can leverage its brand equity to create buzz and drive bookings.
For more on how luxury hotels are innovating, see our coverage of AWC's new Plaza Athénée on the Chao Phraya. And for the latest in travel retail, check out Travelex's points-earning currency exchange.
