us open amex fan experience

01 / THE CHALLENGE

Create an immersive American Express experience that elevated the US Open beyond the
court—giving fans more ways to engage while delivering exclusive value to Card Members.

02 / THE EXPERIENCE

A 32,000-square-foot environment with 22-foot walls became a destination within the tournament. A central
boardwalk connected interactive experiences, satellite activations, wayfinding, and an exclusive Card Member area.

03 / THE BRAND CONNECTION

Every touchpoint balanced fan engagement with American Express benefits, creating an experience
that felt both accessible to the broader audience and distinctly valuable to members.

04 / BEYOND THE US OPEN

The system was designed for adaptability, allowing key elements of the experience to translate
into smaller-scale pop-ups and extend beyond the primary venue.

05 / EXTENDING INTO NYC

The experience reached beyond the tournament grounds into Madison Square Park, creating
an outdoor platform for fan engagement, press events, and brand programming.

32,000 SQ FT / 22 FT WALLS / MULTIPLE TOUCHPOINTS / ONE CONNECTED EXPERIENCE