08 Pop-Up — Identity + Retail

Wilson Tennis Club — NYC

Wilson's US Open 2025 New York takeover — blending sport, style and storytelling across an immersive destination at 216 Lafayette.

        
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The objective was to deliver a dynamic Wilson brand experience during the US Open 2025 New York takeover — celebrating tennis culture at its peak while inspiring fans, energizing athletes and deepening connections with partners, press and the city itself.

BMF transformed 216 Lafayette into a dual-purpose destination: an immersive, art-house tennis exhibition on the ground floor and a private Players Distribution upstairs for athletes, agents and partners. Fan-first moments included a custom AG1 smoothie bar, a long-exposure photo experience and a claw machine stocked with Wilson merchandise and exclusive US Open tickets.

Wilson Tennis Club New York identity surrounded by racquets and tennis balls

      Wilson Tennis ClubNew York
    

Concept / 01 Wilson
New York

Fans downstairs. Players upstairs. Tennis culture throughout.

From street to club

Arrival / Wayfinding

Wilson Tennis Club interior with oversized court graphics and wayfinding

Measured impact

US Open 2025

2,500+Consumers

2,200+AG1 smoothies

1,120+Prize giveaways

1,500+Photobooth users

The club code

Product / Identity / Light

Wilson tennis apparel and equipment product display

Wilson Tennis Club New York identity installation

Illuminated Wilson W mark inside the club

Fan-first activations

Play / Prizes / Details

Wilson arcade game and event floor graphics

Suspended Wilson US Open tennis ball installation

In motion

Club films

Hover or click for sound

Hover / click for sound

Tennis culture, remixed

Media / Community / Retail

Wilson Tennis Club media wall featuring tennis imagery

Wilson Tennis Club portrait content featuring a tennis ball

Wilson Tennis Club apparel and equipment retail display

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        © 2026 Kevin Loumeau
        New York
      