For the third straight year the Lacoste Ladies Open de France, a golf tournament on the Ladies European Tour, has returned to northern France with an unconventional and forward-thinking concept. The French sportswear brand has been the title sponsor of its national open for over 10 years, but in 2022 it decided to go in a new direction and hire a creative studio to reimagine the tournament through an artistic lens.
Paris-based Trajectoire Studio, known for producing shows and exhibitions that explore the relationship between art and sport, was given the task of bringing a range of artworks from concept to reality, each strategically positioned around the clubhouse and surrounding holes to avoid interfering with the flow of gameplay. And this year three new artworks were brought into the fold, some an expression of the sport's unique aesthetic and others a commentary on its cultural standing.
Said Trajectoire's founder Jérémie Nassir: "By integrating three new collaborations with three new talents in the artistic direction, I want to highlight artists from varied universes, ranging from abstract to illustrative. My wish is to diversify the perspectives and offer several visions of golf."
View this post on Instagram
Alexandra De Assunçao, a French-Portuguese artist based in Paris, presented THE GIRLS DRIVE, a celebration of women who are staking their claim in the sport. BACKSPIN by artist Grems was a transformation of an old golf cart with spray paint, and PARCOURS by Olivier Binamé evoked the flight of a golf ball.
In order to maximize exposure, Lacoste also hosted Le Club Lacoste Deauville for a second straight year, inviting a select few content creators and influencers to enjoy all the tournament has to offer up close and personal. The six talents arrived onsite before the start of the competition and were treated to a program that included an evening gala at the Golf Barrière Deauville and rounds of golf with Lacoste ambassadors Gregory Havret and Patricia Meunier-Lebouc.
View this post on Instagram
But the real highlight was the closest to the pin contest at Les Planches, a famous beach promenade that honors movie stars from Deauville's film festival. Talents got dressed in beach cabins before taking to the sand where each tried their hand at hitting golf balls to a crocodile-shaped green. The multi-day experience culminated with a farewell dinner and an awards ceremony to celebrate the winners of the friendly contest.
The tournament itself is being played right now, so you can follow all of the action over on the LET website.
Click here to view full gallery at Hypebeast
