Lacoste hosting Roland-Garros tennis screening with Harrods
Lacoste is taking over the ‘Roast and Bake’ area outside Harrods for a live screening of the Roland-Garros tennis tournament as it reaches the finals over this weekend – from 11-13 June.
The pop-up space is in celebration of the brand’s fresh sportswear store concept launch in the new men’s sports room at Harrods, and its 50th anniversary in partnership with the tournament.
The new 430 sq ft sports store concept from Lacoste is part of the brand’s strategy to elevate and display a stronger brand identity through its territories “reflective of its sports heritage.”
It’s also a UK first for the internationally renowned department store, before the concept is rolled out to other Lacoste boutiques across the country.
Showcasing the latest collections, including the iconic polo shirt with a dedicated feature wall, accessories and leather goods, it’s taking design inspiration from clay tennis courts with terracotta hues and classic Lacoste green.
Jamie Givens, CEO of Lacoste UK & Ireland, said: “We are thrilled to be able to showcase Lacoste at the new men’s sports room in Harrods. Lacoste, much like Harrods, is a timeless and elegant brand and there is a natural fit for us both, but evolution is the cornerstone of success.
“This new and bespoke Lacoste concept at Harrods is a wonderful display of our brand’s direction and we are very excited about meeting our local and global consumers in this space.”
The tournament viewing space is open from this afternoon for any tennis enthusiasts wishing to sit back with refreshments in hand to enjoy the matches live on a large outdoor screen.
Food and beverages will be served up by the co-branded Lacoste x Harrods coffee van which has been taken over in conjunction with the pop-up space.
Viewers will be encouraged to visit the Harrods’ new 4,000 sq ft sportswear room located on the second floor, where Lacoste is now positioned among 20 sports performance and speciality brands.
Lacoste is also giving customers the chance to win a trip to Paris with the brand to watch the Roland-Garros tournament live in 2022.