An extension of Roland Garros
Galeries Lafayette inaugurates a tennis court on the terrace of its Haussmann store to attract a more contemporary clientele during the Grand Slam period.
Roberta Namour, correspondent for Brasil 247 in Paris - Big tennis fans will no longer need to go to Porte d'Auteuil in Paris to experience Roland Garros. No, the tournament hasn't changed location, as it threatened to do last year due to lack of space to expand. The Parisian city hall made a move to keep the Grand Slam in its original location. The winning project, which beat out Versailles, Marne-la-Vallée, and Gonesse, will resize the current facilities starting in 2016. The competition, one of the most important in the world on clay, will see its dimensions expanded from 8,5 to 13,5 hectares. The central court, "Philippe Chartier," will gain a retractable roof, similar to that used in the innovative "Caja Mágica" in Madrid. In addition, a new court with a capacity for 8 spectators will be built.
But this year, the magic of Roland Garros can also be experienced at another location: Galeries Lafayette Haussmann. In partnership with the French Tennis Federation, the luxury department store chain has built a tennis court on its rooftop. With an added advantage over the tournament: a beautiful panoramic view of Paris.
Amateurs can take lessons with coaches or play with friends. For those less athletic, it's possible to simply watch matches featuring promising young French tennis players. No need to panic if you don't have the necessary equipment for this adventure. The store lends shoes, rackets, and balls. And for those who want to follow the champions' performances in the official tournament, live images from Roland Garros will be broadcast on screens in the Lafayette restaurant, also on the terrace. The infrastructure will be available until June 4th.
Galeries Fayette's effort to sponsor Roland Garros goes beyond mere patriotism. Since 1928, the tournament's brand has become legendary, combining values of tradition, excellence, and modern elegance. The use, even if temporary, of the Grand Slam's image allows the luxury department store chain to connect with a more dynamic and contemporary market. Recently, the French company inaugurated Lafayette Organic, a 100% organic restaurant to reflect the growing trend among the upper-class clientele towards healthier eating. What will be their next step?