On the occasion of the Australian Open, the Australian summer is getting ready to welcome a new meeting point where sport, lifestyle, and culture converge — with Lacoste. Until February 1, 2026, Le Club Lacoste Melbourne transforms the banks of the Yarra into a temporary oasis where tennis stops being just competition and becomes a shared language, an urban experience, an attitude. The project stems from the vision of the French sportswear brand, which has long built its imagery on the balance between performance and style, and finds in Melbourne the ideal context to expand beyond the court.
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The chosen location, Afloat, literally floats on the Yarra River and becomes, for just over two weeks, an open, sunlit, and walkable hub. Here, tennis is everywhere: on the screens broadcasting live matches, in the iconography that references the brand’s heritage codes, but above all in the rhythm of the experience itself—designed for those who want to watch, take part, or simply let themselves be carried along. Alongside live screenings, visitors can find special food & drink menus and, for those who prefer to step onto the court rather than stay on board, the Lacoste Court: a space where the sporting gesture returns to the center, informal and shared.
Le Club Lacoste is not just a seasonal activation, but a format that shows how tennis can move beyond its historical boundaries to engage with music, food culture, and urban social life. In a city like Melbourne, where sport is an integral part of collective identity, the project fits in naturally, offering an experience that speaks both to devoted fans and to those who experience tennis as an aesthetic, a gesture, a way of being together. More than watching a match, here you step into an atmosphere: a temporary club where time slows down, sunlight reflects on the water, and the boundary between court and city becomes increasingly blurred.
