Client: Diageo and Tennis Australia
Experiential Design, Brand Activation

Tanqueray served Magnificence as the Official Gin of The Australian Open 2024. As Art Director, my responsibility spanned from conceptualization to execution, ensuring every detail reflected the brand's ethos of 'Let's Live Magnificently'.

At Melbourne Park, we aimed for more than mere visibility; we sought to make a resounding statement. My vision became a stunning double-storey bar, a true standout on the Grand Slam Oval. Drawing inspiration from Tanqueray's distinctive bottle profile, guests were beckoned through a bespoke Tanqueray portal, immersing them in an experience where they could savour the essence of Tanqueray Gin while enjoying world-class tennis in unparalleled style.

Every element of the design was meticulously crafted to captivate the senses. From carefully curated seating arrangements to ribbed finishes and trims, from striking striped patterns to ambient lighting and verdant greenery, the Tanqueray bar became the epitome of elegance and sophistication, commanding attention both day and night.

The acclaim from Tennis Australia, the tournament's foremost authority, spoke volumes. They recognized our activation as the premier build on-site and chose to utilize it for their exclusive functions throughout the event. This accolade stands as a testament to the excellence of our design and the pride we take in delivering an experience that transcends expectations.

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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.