Tennis in Technicolor
Since its foundation, Italian sportswear brand FILA, has believed that sport is an ever-expanding identity fueled by passion and creativity. This August, and 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 brand’s P.L. Rolando Collection. Instead of the traditional US Open experience that lead through sport, Tennis in Technicolor leaned on FILA’s extensive creative cache to offer visitors a fresh and colorful angle.
Taking over a storefront in Williamsburg, our environment transported guests through the color spectrum from a black-and-white setting – a nod to the stale universe of ‘tennis whites’ – into a hyper-colorized-interactive world where guests became artists.
Campaign illustrations, created by Quentin Monge, anchored the design from our Hall of Fame gallery installations to our Ace Court. A weekend of curated programming welcomed over 4,000 visitors who partook in table tennis tournaments, Peroni happy hours and interactive coloring activities educating them on the brand’s deep impact on the style and culture of tennis.
Brand Strategy and Planning
Event Management and Production