Paris, France — Stella Artois is bringing tennis fans closer to the spirit of the Roland-Garros tournament with the launch of its immersive Clay Bar experience, an exclusive activation that transforms a private Paris rooftop into a tribute to the tennis tournament’s iconic red clay courts.
Running throughout Roland-Garros 2026, the activation invites guests into a fully clay-covered environment where tennis, art, culture and hospitality come together in a unique fan experience.
Designed via experiential agency WINK and GUT São Paulo, the space captures the atmosphere and rituals of the Grand Slam tournament to offer visitors a new way to engage with one of tennis’ most celebrated events.
At the heart of the experience is a sculpted clay bar made entirely from wet clay, designed to evolve over the course of the tournament. Guests are encouraged to leave their mark on the installation, turning the activation into a living artwork shaped by the people who visit it.
The experience begins with guests receiving custom white Lacoste sneakers before stepping into the clay-inspired world, where throughout the activation, visitors can explore interactive elements including live art performances, where artists etch designs directly into the clay bar, further reinforcing the connection to Roland-Garros’ signature surface.
Adding to the experience are appearances from Stella Artois ambassadors including David Beckham and Maria Sharapova, alongside exclusive watch parties organised in partnership with The Ace Club, a Paris-based community for tennis enthusiasts.
“As tennis fans come to the Stella Artois Clay Bar, we want them to experience the emotion and ritual of Roland-Garros in an unexpected way so they can savour not just the tennis but also the spirit and aesthetic of one of the world’s most iconic events,” said Tim Ovadia, Global Vice President at Stella Artois.
“Everyone will walk away with a legendary badge of honour, the mark of red clay, showing that the taste of Stella is worth sacrificing even the best Grand Slam fashion,” added Ovadia.
The Clay Bar also serves as a venue for Stella Artois’ Perfect Serve Awards in France, where bartenders compete to demonstrate their mastery of the brand’s signature serving ritual, incorporating elements of the brand’s heritage while placing the fan experience at the centre of the event.
The activation forms part of Stella Artois’ wider “A Taste Worth More” platform, which comes to life across leading tennis properties including Roland-Garros, Wimbledon and the ATP Tour, and through the activation, the brand aims to celebrate the rituals, craftsmanship and cultural moments that make tennis one of the most celebrated sports in the world.
