With the US Open in full swing, hundreds of thousands of spectators are currently streaming into New York City to witness one of the most important competitions in professional tennis.
Visitors to the Open, one of the four major ‘Grand Slam’ tennis tournaments held annually around the world, will also experience an array of immersive, high-tech offerings from well-known brands designed to enhance the fan experience.
Companies such as Tiffany & Co, American Express, social media giant Snap and sporting goods manufacturer Wilson are taking advantage of the tournament to showcase their embrace of emerging technologies and preview future initiatives. Here’s a look at some of the activations and popups happening around the US Open this week and next.
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Tiffany X Snap AR experience
Luxury jeweler Tiffany & Co. is working with the creators of Snapchat to create an experiential booth at the US Open where attendees can play with digital diamond-encrusted tennis rackets and a championship trophy by viewing a high-tech augmented reality (AR) mirror.
The partnership marks Tiffany’s first time on the job ARESSnap’s augmented reality service, which enables companies to integrate immersive technology into websites, apps, and live experiences.
Tiffany & Co. at the 2023 US Open. Image: Tiffany & Co.
Passers-by can seamlessly play with and hold Tiffany-branded virtual rackets and trophies while looking directly into the company’s AR-mounted mirror, without any additional controllers or sensors. They can also take pictures through the mirror that make it look like they are actually holding and interacting with the virtual items.
This isn’t Tiffany’s first AR experiment, though. Last year, the luxury brand partnered with Snapchat to allow users of the Tiffany app to try on jewelry virtually and rate their fit. Such applications of AR are becoming increasingly popular among fashion and luxury brands looking to streamline the fitting process. both in stores and online.
Tiffany’s booth at the US Open is currently open and will remain open until the tournament closes on September 10.
NFTs from American Express
For the first time ever, American Express cardholders can link their accounts to a crypto wallet of their choice to participate in the credit card giant’s latest “Member Collectibles” experience. The program first launched last fall at the Austin City Limits Music Festival and then at the US Open Golf Championship in Los Angeles this summer. Users can collect free commemorative NFTs from select physical locations on site to prove their presence.
A glimpse of the American Express NFT artwork. Image: American Express
This time, however, US Open attendees who collect Member Collectibles NFTs can use them to unlock financial benefits on their Amex accounts, including partner product discounts and statement credits.
The digital collectibles are designed by illustrator Vero Escalante and published in collaboration with POAP, the leading Ethereum NFT attendance badge service. Tournament participants will have the opportunity to collect a total of three NFTs at various locations around the Billie Jean King National Tennis Center, one during each week of the event.
Wilson VR experience
In August, sporting goods manufacturer Wilson launched a virtual reality (VR) tennis tournament in conjunction with the online game Tennis esports. Hundreds of competitors around the world have used it Meta quest headsets to compete against each other for the grand prize: an all-expenses-paid trip to the US Open and a chance to become the first-ever sponsored virtual tennis player, with a one-year contract from Wilson.
That tournament ended on Tuesday with the apparent winner from Great Britain. Now visitors to the US Open can try out the VR game for themselves at Wilson’s physical booth at the tournament.
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The game doesn’t appear to be a one-off fan experience; Rather, Wilson seems intent on establishing himself as a leader at the intersection of sports and VR, in an effort to expand the sport’s adoption to a much wider audience.
“This partnership is the cornerstone for Wilson to pioneer the convergence of sports and virtual reality, enabling true access and inclusion to tennis anywhere, for anyone of any skill level; at home, school or office,” Jason Collins, General Manager of Racquet Sports at Wilson, said in a statement.