Heritage meets modern at the ‘US Open Collection’ store inside the brand-new 14,000-seat Louis Armstrong Stadium in Flushing Meadows, NY. With the US Open Tournament celebrating its 50th anniversary, the unveiling of a state-of-the-art facility, and the rolling out of a new brand, the United States Tennis Association (USTA) sought to revamp its store to align with these milestones. The design team worked closely with the USTA to reimagine the retail experience in order to showcase its licensed clothing and merchandise. The goal: deliver an upscale, luxurious venue that blends tradition and today; build excitement for the USTA and US Open; and fulfill guests’ desires to own a piece of the brand.

The store’s design perfectly reflects the atmosphere of the new tournament experience: upscale; athletic; and thoroughly modern. A full tennis court-sized LED light fixture, spanning the deep blue ceiling, adds energy and a clean, contemporary impression on the space. The blue ceiling itself being a nod to the tournament’s signature blue playing surfaces - the only courts of their color in the world. A family of crisp, white fixtures and walls are accented with metal mesh details inspired by racquet strings. In addition, rich wood tones and gold metallics allow the colorful product assortment to be front and center in the experience.

Groupings of vintage tennis racquets form curated displays throughout the store, adding a juxtaposed layer of heritage. Mannequins are dynamically posed in tennis play positions, bringing movement and a sense of excitement to the atmosphere. In their hands, gold-dipped racquets introduce a richness that speaks to the US Open’s heritage. The final result is a retail experience worthy of the US Open name and the high standards fans and guests have come to expect.

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