Ralph Lauren hasn't just sponsored Wimbledon, it's built an entire square in West London where the tournament's spirit exists independent of a match ticket. Sloane Square transforms across four weeks, from cookie-decorating workshops to live match screenings, dressed head to toe in tournament purple and green. The real insight: this twenty-year partnership isn't being maintained. It's being staged; heritage treated as a renewable asset, rebuilt anew every single year.

Lacoste’s takeover at Galeries Lafayette Haussmann is a masterclass in atmospheric retail. Spanning 12 iconic windows and three floors, the activation centres on "The Locker Room", a collection by Pelagia Kolotouros that explores the liminal space of the athlete’s sanctuary. Blending vintage sportswear vibes with tailored elegance, the installation proves that Lacoste’s heritage is as at home in a Parisian department store as it is on the tennis court.

Club Lacoste at The Miami Beach EDITION is a masterclass in "Lifestyle-Sport" retail. By installing a signature deep-green tennis court directly onto the sand, the brand has transformed a traditional sponsorship into an immersive coastal experience. Featuring pro-athlete rallies, branded beach huts, and high-gloss social events, the activation successfully blends French heritage with Miami’s energy, moving the needle from pure performance to a high-dwell-time cultural ecosyst

Le Club Lacoste Melbourne transforms Afloat on the Yarra into a floating brand world where sport, culture and hospitality collide. From a playable tennis court on water to live match screenings, social dining and an exclusive capsule collection, Lacoste turns heritage into participation. It’s retail as experience, product as memory, and community as the core asset. A sharp signal of where future brand spaces are heading.

Lacoste turns Courchevel into a high-altitude brand playground, installing padel courts that fuse sport, lifestyle and destination experience. Rooted in the brand’s racket-sport DNA, the activation transforms a ski resort into a year-round cultural touchpoint. Designed for extreme conditions and social play, it’s retail without shelves and a powerful example of how brands can create places, not just products.

Tiffany & Co. takes center court at the US Open, transforming the Billie Jean King Tennis Center into a world of luxury and sport. A giant Tiffany Blue tennis ball anchors the plaza, while inside, handcrafted championship trophies shine alongside a diamond-set HardWear by Tiffany racket and 24k gold vermeil ball. Blending heritage with spectacle, Tiffany partners with Meta AI to let fans imagine themselves as champions, proving luxury storytelling can sparkle courtside.

CLOT brings streetwear swagger to Soho with the debut of its CLOT Country Club pop-up, timed to Wimbledon 2025. Set across two levels in London’s Bridle Lane, the space blends sport, culture, and style — from tennis-inspired interiors and adidas collaborations to exclusive drinks at CAFÉ AO and immersive basement installations. With live Wimbledon screenings, limited drops, and a membership programme, it’s more than retail, it’s a full-on cultural clubhouse experience.

A fresh take on flagship retail lands in Marbella, as the brand unveils its new concept store in the heart of Puerto Banús. Blending Mediterranean elegance with tennis heritage, the space features contrasting interiors inspired by white courts and warm clay tones, plus a serene outdoor garden for relaxed moments. More than a store — it’s a seasonal moodboard and a must-visit destination on the Costa del Sol.

Ralph Lauren transforms its New Bond Street flagship into a Wimbledon-inspired celebration of sport and style. Featuring the latest Polo Ralph Lauren x Wimbledon collection, the space blends archival graphics, classic crests, and tennis heritage with immersive visual storytelling, turning retail into a court-side experience that celebrates tradition, craftsmanship, and emotion. A masterclass in experiential fashion retail.

Kith for Wilson serves a grass-court fantasy in the heart of Shanghai with a limited-time experience space inspired by Wimbledon. Lush greenery, vintage tennis cues, and exclusive racket drops create an immersive environment where sport meets streetwear. This isn’t just a pop-up, it’s a celebration of legacy, style, and love for the game, brought to life through tactile storytelling and limited-edition design. A standout global activation where fashion and performance collide

Lacoste brings the spirit of Roland-Garros to Beijing with the Little Crocodile Tennis Bureau, an immersive celebration of French style, tennis heritage, and cross-cultural creativity. From clay courts imported from France to Panama hat customisation, live match viewings, and a limited-time pop-up shop, this dynamic activation fuses elegance and sport with a local twist. It’s a bold reminder that experiential retail, when done right, can cross borders and create lasting impac

Lacoste’s Paris flagship is reborn as a clay-court stadium for its “Roland-Garros 2025” animation. The immersive takeover merges athletic heritage with the new collection, using a rich terracotta palette to create a living tribute to the iconic tournament. It’s a masterclass in experiential retail where sport and Parisian elegance collide on the Champs-Élysées.

SDD25/18_05: Lululemon’s Tennis Club activation in Beverly Hills served as a masterclass in experiential retail, celebrating the launch of the brand’s new tennis collection through an immersive, community-driven event. Blending on-court play with poolside leisure, the activation transported guests into a curated lifestyle moment that went far beyond traditional product launches. At the heart of the experience was the Styling Pavilion, a luxe, hands-on space offering personali

SDD25/17_03: Wilson has launched a striking Dress Up pop-up shop in Shenzhen’s Vientiane World Time Square, transforming traditional retail into an immersive experience inspired by the form and feel of a tennis ball. The standout feature is a translucent dome structure that echoes the ball’s signature suture lines, guiding visitors through a fluid, design-led space. This architectural approach not only captures the essence of Wilson’s sporting heritage but also elevates the s

SDD24/40_02: In a striking blend of sport, fashion, and iconic architecture, Lacoste staged a spectacular brand gala at the Great Wall of China. This event, part of their bold 'Play Big' campaign, brought the brand’s heritage to life in an unprecedented way. Drawing from its rich tennis roots, Lacoste transformed a section of the Great Wall into a symbolic tennis court, showcasing the power of merging brand identity with innovative physical activations. This bold move not onl

SDD24/26_04: Ralph Lauren's New Bond Street flagship in London has been reimagined with bold green stripes inspired by Wimbledon’s iconic courts, just in time for the tournament’s start. Visitors and tennis enthusiasts are invited to celebrate by exploring the brands exclusive Wimbledon 2024 collection and enjoying a signature beverage from Ralph’s Coffee, located on the ground floor and terrace. Pictures courtesy of Ralph Lauren.

SDD35_03: Tiffany & Co. US Open Tennis Immersive Installation, South Plaza New York.

SDD14_05: Lacoste x Printemps 'Printemps Land' Atrium Pop-Up Installation, Paris.

SDD13_01: Lacoste 'Le Club Lacoste' Miami Open 2023 Pop-Up Store Concept.