French sporting brand Lacoste is set to launch an activation in Melbourne next month
The French brand, which is being managed locally by Accent Group, is bringing Le Club Lacoste experience to Australia for the first time, as the city of Melbourne runs through its Australian Open tournament.
The activation will take over the Afloat bar and beer garden along the Yarra River, turning it into a floating tennis club.
From January 16 to February 1, 2026, the on-water venue will feature a floating 20+ metre-long Lacoste Court extension and a pop-up store selling Melbourne-exclusive Lacoste apparel. The space will also serve French-inspired Lacoste food and drinks.
The public can book a lot to visit the activation, which will also broadcast live tennis around the venue.
Lacoste will debut the activation concept with a launch party on January 16, which will include DJs such as Edd Fisher (Waxo Paradiso) and JNETT.
Lacoste ambassadors in-town will be invited to the event alongside key media and others.
The event will follow the opening of Lacoste’s newest flagship space in Melbourne at the Bourke Street Mall precinct, and comes after Accent Group took on the local managing of the brand this year.