This past summer, the iconic French luxury sports brand Lacoste made a bold statement at Selfridges, transforming the renowned department store’s atmosphere with a vibrant celebration of sport and style. The installation, aptly named “Yellow Turns Green,” marked a significant moment as Lacoste’s signature green hue took center stage, temporarily replacing the traditional yellow Selfridges branding. Lacoste’s innovative and immersive installation spanned the second-floor atrium and extended to the rooftop restaurant, Alto by San Carlo, reimagined as “Le Club Lacoste.”
The collaboration between Lacoste and Selfridges, heralded by Catherine Spindler, Lacoste’s deputy chief executive officer, underscores the synergy between two globally recognized brands. “We have decided to associate our iconic brand with the power of Selfridges, repeatedly recognized as the best department store in the world. We share a strong affinity for creativity and innovation,” Spindler remarked. The partnership is not a first; last year, the two joined forces for a pop-up event celebrating Lacoste’s 90th anniversary.
Le Club Lacoste, a nod to the brand’s deep-rooted connection with tennis, provided a fresh, sporty vibe to the usually sophisticated rooftop. The space was adorned with archival images tracing Lacoste’s rich tennis heritage—from founder René Lacoste’s celebrated career to the evolution of the iconic Lacoste polo shirt. Visitors could soak in the brand’s legacy while enjoying a special drinks menu inspired by the world of tennis. Cocktails such as the “Rene,” “Cucumber Deuce,” and “Match Point Spritz” were crafted to enhance the experience, blending the elegance of Lacoste with a playful, summery twist.
One of the highlights of the installation was the live streaming of the 2024 Wimbledon Championships. Digital screens on the terrace allowed guests to watch the tournament’s thrilling matches while lounging in the chic, Lacoste-themed surroundings. This immersive experience seamlessly combined fashion and sport, embodying Lacoste’s philosophy and its historical association with tennis.
The collaboration also showcased pieces from Lacoste’s latest collection, designed by creative director Pelagia Kolotouros. This collection, featured prominently on the shop floor, marked Kolotouros’ debut, making the Selfridges takeover a significant moment for both the brand and its enthusiasts. The collection, characterized by its modern interpretations of classic sportswear, resonated well within the thematic summer of sport at Selfridges.
“This year, associating Lacoste with the summer of sport theme is a natural fit and perfectly aligns with our brand’s codes. It is also, and above all, a beautiful setting to showcase our collection from our latest fall 2024 fashion show,” added Spindler. The installation was not only a celebration of Lacoste’s storied past but also a glimpse into its vibrant future under Kolotouros’ creative vision.
The Lacoste x Selfridges installation, blending heritage, innovation, and a passion for sport, was a testament to the power of collaboration between two iconic brands. It transformed a shopping experience into a multi-sensory journey, offering visitors a unique way to connect with Lacoste’s legacy while enjoying one of London’s most beloved retail spaces. As the summer came to a close, the green of Lacoste left a lasting impression, a perfect harmony of sport, fashion, and creative storytelling.
