A few months ago, the French sports fashion company Lacoste made its debut in the hospitality sector with the launch of its very first Café Lacoste.
The Café opened this summer in Monaco at the Méridien Beach Plaza hotel. Designed as a lifestyle extension of the brand, the space blends tennis-inspired design, refined cuisine, and a full immersion into the Lacoste brand and unique universe.
The project is a standout example of brand extension, carried out with meticulous attention to detail. It goes beyond a traditional brand extension by transforming the brand experience into a multi-sensory space that fully embodies its universe. We believe it’s worth sharing as a reference for how a brand can bring its identity to life in an entirely new way.
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About The Brand
Lacoste was founded by tennis champion René Lacoste in the 1920s, who broke with tradition by creating the first short-sleeved polo shirt for better performance and comfort on the court.
The brand’s identity is defined by a spirit of innovation, combined with elegance. The iconic crocodile logo (originally René’s nickname) became the first to appear on clothing and soon gained global recognition.
Today, Lacoste blends sports and fashion, offering a range of apparel and accessories, including apparel, shoes, sportswear, eyewear, leather accessories, fragrances, towels, and watches.
Café Lacoste: How the Brand Comes Alive as a Multi-Sensory Space
Born from a partnership between Lacoste and the Monaco-based Riccardo Giraudi Group (which offers consulting and art direction services for the restaurant industry), Café Lacoste finds its home in a stunning Mediterranean setting. Its goal is to offer a natural extension of the Lacoste lifestyle and brand universe.
“Designed to provide an immersive experience, Café Lacoste authentically and perfectly combines its relaxed elegance and sporty-chic spirit with a timeless take on French cuisine.”
Rooted in Lacoste’s Heritage
Café Lacoste is filled with details that connect back to the brand’s origins. From the founder’s own tastes to the famous crocodile and tennis influences, every element reminds you of what makes Lacoste unique.
For example, the Café offers a cocktail called “Chose” that revives a drink invented by the founder of the French brand in 1967. The cocktails, desserts, and architectural elements are full of subtle references to the brand’s iconic elements. The entire space was designed to feel true to the brand’s roots by expressing “the Lacoste heritage down to the finest details”.
The Brand, Brought to Life in Space
More than just a place to get coffee, Café Lacoste lets you experience the brand in a whole new way. The design, colors, materials, and layout are all chosen to reflect Lacoste’s sporty, elegant, and luxurious feel.
Special attention was given to the architectureBrand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization. More, making the space feel both modern and in tune with the relaxed Riviera lifestyle. The choice of materials, the way the space is designed, and every decorative touch all extend the brand’s visual identity. Together, they turn Lacoste’s world into a full three-dimensional experience you can see and feel as soon as you walk in.
Cuisine as a Multi-Sensory Expression of the Brand
At Café Lacoste, the food is where the brand to life through all the senses. The menu was heavily inspired by both the French bistronomy classics and the brand’s tennis and golf family heritage. Each dish has been imagined with creativity and careful attention to detail, from its name to how it looks and feels, to the colors and even the sounds of cutlery.
The menu is full of clever touches inspired by Lacoste’s symbols like the crocodile and tennis themes. Every meal becomes a real part of the brand experience.
“The already iconic crunchy pistachio dessert, the “Crocodile,” the “Terre battue” tiramisu, and the Victorine tart — René Lacoste’s favourite dessert — are must-tries… as are the eight exclusive cocktails.”
A Brand Extension Strategy That Builds Connections Beyond Fashion
With this project, Lacoste joins the group of consumer brands exploring the hospitality sector.
Café Lacoste is more than just a place to eat; it’s a powerful tool for storytelling and for reinforcing brand identity. The café brings Lacoste’s tennis heritage to life by turning its visual codes and distinctive style into a complete lifestyle experience.
This is a strong example of brand extension done with care and respect for every detail, staying true to the brand’s spirit at every level. Time will tell if the real-life experience matches the promise, but with a 4.7 rating on Google Maps so far, Lacoste’s move into hospitality seems to be paying off.
For the brand, this approach not only deepens customer engagement but also strengthens Lacoste’s positioning as a true lifestyle brand. By creating spaces where people can experience Lacoste beyond clothing, the brand builds stronger emotional connections and opens new opportunities for growth and loyalty.
References
- Lacoste (2020). About – Lacoste. [online] Lacoste. Available at: https://corporate.lacoste.com/about/.
- Lacoste (2025). Lacoste. [online] Lacoste.com. Available at: https://www.lacoste.com/dk/news/events/cafe-lacoste-meridien-in-monaco.html [Accessed 19 Sep. 2025].
- Le Café Lacoste (2025) [online] Riccardo Giraudi. Available at: https://www.riccardogiraudi.com/cafe-lacoste/ [Accessed 19 Sep. 2025].
- Image Credits: Lacoste Official Website and Le Café Lacoste Instagram Profile
Proven Systems for Business Owners, Marketers, and Agencies
→ Our mini-course helps you audit and refine an existing brand in 15 days, just 15 minutes a day.
→ The Ultimate Brand Building System is your step-by-step blueprint to building and scaling powerful brands from scratch.
