When you think of Lacoste, the mind naturally goes to its crisp polos, its alligator emblem, and its deep roots in tennis heritage. But this summer, the French fashion house is serving up something a little more decadent—on a plate and in a glass. Lacoste is opening “Le Café Lacoste,” an exclusive culinary pop-up in Monte-Carlo, marrying sport and sophistication with a Mediterranean twist.

Set against the glamorous backdrop of Monaco’s sun-soaked coastline, Le Café Lacoste is more than a branding move. It’s an immersive lifestyle statement—one that invites visitors to taste the elegance, history, and creativity that Lacoste has been cultivating for decades.

A Toast to Legacy

The café is a tribute not just to the brand, but to René Lacoste, the tennis legend and innovator who founded the label in 1933. Known as “The Crocodile” on the courts, René was as much a technician as he was an athlete. He didn’t just create sportswear—he helped shape a lifestyle. From inventing the first modern tennis polo to pioneering racquet design, his contributions extended well beyond the baseline.

Now, his spirit lives on not just in garments, but in gastronomy. Le Café Lacoste will feature a curated menu inspired by René’s own favorite French dishes—elevated classics reimagined for today’s global tastemakers.

Think light Provençal fare, elegant pastries, and refreshing seasonal beverages served in a space that feels equal parts Riviera nostalgia and cutting-edge design.

Monte-Carlo: The Perfect Match

Why Monte-Carlo? The answer is simple: heritage meets setting.

Lacoste has long had ties to elite tennis circuits, and Monte-Carlo—home to one of the ATP Tour’s most prestigious clay court tournaments—is a natural fit. The café is timed perfectly to capture the energy of both the summer social season and the Monte-Carlo Masters.

Here, sport and luxury are already intertwined. From the red clay of the Monte-Carlo Country Club to the terraces of Hôtel de Paris, everything in this coastal enclave is about leisure as a luxury. Lacoste’s café slots in beautifully—like a linen blazer over a polo shirt.

Design That Speaks Fluent Lacoste

The space itself is an extension of the brand’s DNA: clean, crisp, and quietly bold.

White walls and pale wood floors echo the chalk lines of a tennis court. Lacoste green is used sparingly but effectively—on chair cushions, espresso cups, and embroidered napkins. Vintage photos of René Lacoste adorn the walls, reminding guests that this is no ordinary café, but a living tribute to one of sport’s greats.

Guests can lounge indoors under cool overhead fans or sit outside on a breezy terrace that overlooks the Riviera. The view, like the vibe, is curated for calm confidence.

Whether you’re grabbing a morning espresso or settling in for an afternoon rosé, the setting makes a statement: this is where fashion, food, and the French lifestyle collide.

The Menu: Simple, Seasonal, Chic

Chef Sylvain Duret, known for his work in boutique hotels across Provence, was brought in to develop a menu that channels the light, seasonal style of Mediterranean cuisine with Parisian finesse.

Highlights include:

• Croque-Lacoste: A reinvention of the croque monsieur, using raclette cheese and rosemary ham, served with a side of heirloom tomato salad.
• Le Crocodile Vert: A chilled pea and mint soup topped with crème fraîche and microgreens, nodding to the iconic Lacoste green.
• Summer Tartelette: A delicate shortbread base filled with lavender-infused lemon curd and crowned with fresh berries.
• Café René: A signature coffee cocktail made with cold brew, almond liqueur, and a hint of citrus zest.

Drinks are just as considered. The wine list leans French and organic. Iced teas are served in branded glass tumblers. There’s even a mocktail named Le Smash, a clever nod to the game and the season.

A Cultural Experience, Not Just a Café

Le Café Lacoste is as much about the moment as the meal. Visitors can expect subtle activations: live acoustic sets in the evening, curated booklets about René Lacoste’s legacy, and rotating art displays from French illustrators interpreting the sport-meets-style ethos of the brand.

Branded merchandise will be available—but with restraint. A café-exclusive polo shirt, linen tote, and limited-edition Lacoste espresso set will be for sale, but the emphasis remains on experience, not retail.

Lacoste isn’t just selling you food. They’re inviting you to step into a curated summer—a vision of leisure that feels both classic and contemporary.

Tapping Into a Bigger Movement

This move isn’t out of the blue. Fashion is dining now.

From Jacquemus’ pop-up bakery in Paris to Gucci’s Osteria restaurants, fashion labels are expanding into hospitality to build lifestyle ecosystems. In a saturated apparel market, the experience economy is where the next wave of branding is happening.

Lacoste’s advantage is authenticity. This isn’t a stretch for them—it’s a homecoming. Their aesthetic was born on tennis courts and refined on Riviera decks. A café in Monte-Carlo doesn’t feel forced. It feels inevitable.

And unlike a fleeting Instagram backdrop, Le Café Lacoste is built with heritage in mind. It’s slow luxury, experienced in sips and bites.

From Courts to Culture

Lacoste has been quietly, steadily modernizing in recent years. Under the creative direction of Pelagia Kolotouros, the brand has leaned into sleek, athletic silhouettes while preserving its vintage charm.

Collaborations with A.P.C., Théo Curin, and even Minecraft show Lacoste’s breadth, but Le Café is something deeper. It’s not a partnership. It’s not a campaign. It’s a physical manifestation of the Lacoste mindset: poised, effortless, and full of life.

And it couldn’t come at a better time. As travelers seek experiences rooted in authenticity and aesthetics, Le Café Lacoste offers both. It’s Riviera romance without the cliché. It’s a glass of rosé that happens to come with a century of tennis history on the side.

A Lasting Impression

As the café opens its doors this summer, it’s poised to become more than a seasonal curiosity. Le Café Lacoste could set a new standard for fashion-driven hospitality—experiences where design, food, and narrative come together seamlessly.

Whether you’re a devoted Lacoste fan, a traveler chasing that perfect European moment, or someone who just appreciates a damn good croque monsieur, Monte-Carlo now has one more reason to visit.

In a world obsessed with trends, Lacoste is doing something quietly radical: it’s doubling down on timelessness.

So raise your glass, adjust your polo, and sip in style. Le Café Lacoste is open—and it’s très, très chic.

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