Lacoste Opens First Café in Monaco

A collaboration with Monaco-based hospitality group Riccardo Giraudi, the Café Lacoste brings the brand’s sport-chic DNA to life through food. The menu, led by chef Thierry Paludetto, reimagines hotel classics with French flair: think haute couture coquillettes, elevated club sandwiches, trompe-l’œil desserts, and signature cocktails designed to match the brand’s audacious taste. Even the plating nods to tennis with dishes styled like match balls.

But this isn’t just about food. It’s an immersive brand world. Vintage racquets on the wall. Crocodiles in chocolate. Comfortable sitting with tennis net patterns. And, of course, curated photo moments ready for your feed. From the iconic Lacoste green to terracotta tones inspired by clay courts, every detail is designed to be shared.

The Fashion-Hospitality Crossover Continues

In recent years, fashion brands have extended their storytelling into physical spaces. Dior has cafés. Prada has resorts. Ralph Lauren has steakhouses. Now, Lacoste joins the club, turning hospitality into a new arena for cultural relevance.

What makes this move especially smart is its strategic timing. Today’s consumers, especially Gen Z and millennials, don’t just want products, they want experiences. Places that reflect their values, aesthetics, and habits. Cafés are the new boutiques. Menus are the new lookbooks. And a tennis-inspired club sandwich? That’s just good content.

Café Lacoste is just the start. A Paris location is already in the works, with global expansion on the horizon. It’s a playbook that savvy brands are increasingly adopting, anchoring their identity in taste, texture, and community.

And it’s already more than a trend, especially as other culturally-minded products follow suit. Case in point: K’WA, a new drop-based coffee capsule brand blending street culture and high-end taste. It’s the kind of brand you can imagine served alongside your tennis-themed tarte citron at Café Lacoste, not because it’s bougie, but because it belongs.

In an era where brands are lifestyle signals, the line between fashion, food, and ritual is blurrier than ever. Café Lacoste isn’t just a café, it’s a brand flex. And honestly, we’re into it.

By Geoff Desreumaux