Lacoste Ladies Open de France: A Tournament in Transformation
In its fourth year of reinvention, the Lacoste Ladies Open de France blends elite competition with artistic expression.
The Lacoste Ladies Open de France has carved out a singular place in golf since redefining its image. Now in its fourth year of transformation, the tournament returns to Deauville, a seaside town known for its belle époque architecture and annual film festival. Hosted at the iconic Golf Barrière Deauville overlooking the English Channel, the event is as much a cultural happening as a sporting one—anchored by a slate of art installations created in collaboration with Lacoste and Trajectoire Studio.
From September 25 to 27, the fairways of Normandy welcomed Europe’s best players as part of the Ladies European Tour, each aiming to succeed Chiara Tamburlini, the 2024 champion. With prize money increasing to €400K EUR, the tournament reaffirmed its commitment to the growth of women’s golf while remaining free and open to the public. True to its identity, the Lacoste Ladies Open de France continued to blend top-level performance with contemporary artistic expression, offering an experience that stretches beyond sport.
Each edition is defined visually by a singul artwork, and this year’s official poster highlighted “Backspin,” a golf cart customized by the artist Grems and staged in a colorful, offbeat setting. The image reflected the unique DNA of the event, situated at the crossroads of competition and creativity. At the heart of Golf Barrière Deauville, visitors also discovered an open-air art trail conceived by Trajectoire Studio, where five monumental works punctuated the landscape. Two new creations were brought into the fold in 2025: “Baignade interdite” by Camille Bellot, a dreamlike and whimsical reinterpretation of Lacoste’s iconic crocodile crafted from recycled textiles; and “Lacoste” by Damien Poulain, a sequence of printed flags forming the brand’s name while exploring universal graphic symbols and their relationship to people and place.
Alongside these new commissions, three now-familiar works also returned to the course. Grems’s “Backspin” golf cart (the same one which appears on the tournament’s official poster) blurred the line between design object and artwork, Cyril Lancelin’s inflatable “Pyramid XL Sphere” invited viewers into a playful and monumental geometry, and Jérémie Nassir’s “Fresh Start,” the elevated tee on hole number 1, appeared again this year with a refreshed visual identity. Together, these pieces transformed the tournament into a stage where women’s golf and bold artistic experimentation met in perfect harmony.
