For the US Open, Lacoste turned The Plaza Hotel's Edwardian Room into "Le Café Lacoste" — afternoon tea, a lobby installation, and a retail pop-up with a boutique moment alongside local sneaker shop Extra Butter. A heritage crocodile brand, a Gilded Age landmark, and a small local shop share one space.

Brand × landmark × tiny local shop, three mismatched scales in a single room — the meeting becomes a physical space.

Source: Sports Illustrated