FILA
- Brand Strategy and Design
- Experience
Tennis in Technicolor
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Tennis in Technicolor
In tandem with the kick-off of the US Open, The Gathery developed and produced an immersive tennis-themed pop-up showcasing the launch of the last drop of the FILA’s P.L. Rolando Collection. Instead of the traditional US Open experience that leads through sport, Tennis in Technicolor
leaned on FILA’s extensive creative cache to offer visitors a fresh and colorful take. A weekend of curated programming welcomed over 4,000 visitors who partook in table tennis tournaments, Peroni happy hours and interactive coloring activities.
In tandem with the kick-off of the US Open, The Gathery developed and produced an immersive tennis-themed pop-up showcasing the launch of the last drop of the FILA’s P.L. Rolando Collection. Instead of the traditional US Open experience that leads through sport, Tennis in Technicolor leaned on FILA’s extensive creative cache to offer visitors a fresh and colorful take. A weekend of curated programming welcomed over 4,000 visitors who partook in table tennis tournaments, Peroni happy hours and interactive coloring activities.
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Figure 01
Campaign illustrations, created by Quentin Monge, inspired our design from a bespoke pop-up logo to in-store installations and activities.
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Figure 02
The experience took over a storefront in the heart of Williamsburg welcoming families, shoppers and their four-legged friends.
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Figure 03
Over-scale paint by number murals invited guests to transform the retail environment creating a ‘crowd-sourced’ art installation.
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Figure 01
Campaign illustrations, created by Quentin Monge, inspired our design from a bespoke pop-up logo to in-store installations and activities.
Figure 02
The experience took over a storefront in the heart of Williamsburg welcoming families, shoppers and their four-legged friends.
Figure 03
Over-scale paint by number murals invited guests to transform the retail environment creating a ‘crowd-sourced’ art installation.
Over 4,000 visitors lined-up to experience tennis through a Technicolor lens.
Over 4,000 visitors lined-up to experience tennis through a Technicolor lens.
Tennis Open
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Tennis Open
From its humble beginnings to its historic introduction of color and pattern in tennis, FILA has been committed to innovation, performance and style. As a toast to the brand’s newfound popularity, its history, and its annual partnership with the BNP Paribas Open, The Gathery created an
immersive pop-up environment that leveraged FILA’s strategic sponsorship at Indian Wells to educate, entertain, and celebrate the art of tennis with existing fans, tennis pros and new consumers.
From its humble beginnings to its historic introduction of color and pattern in tennis, FILA has been committed to innovation, performance and style. As a toast to the brand’s newfound popularity, its history, and its annual partnership with the BNP Paribas Open, The Gathery created an immersive pop-up environment that leveraged FILA’s strategic sponsorship at Indian Wells to educate, entertain, and celebrate the art of tennis with existing fans, tennis pros and new consumers.
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01
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Figure 01
A playful tennis-inspired photo booth beckoned guests to serve their best looks.
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Figure 02
Blank canvas merchandise allowed visitors to create their collectible styles through bespoke enamel pins, silk screening and embroidery.
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Figure 03
Detail of the tennis ball trajectory check-out counter.
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03
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Figure 01
A playful tennis-inspired photo booth beckoned guests to serve their best looks.
Figure 02
Blank canvas merchandise allowed visitors to create their collectible styles through bespoke enamel pins, silk screening and embroidery.
Figure 03
Detail of the tennis ball trajectory check-out counter.
