Serving Looks

Exhibit on America’s tennis fashion through the lense of the US Open.

Spatial & Experience Design

Serving Looks is a one-of-a-kind exhibit celebrating 145 years of American tennis fashion through the lens of the US Open. Hosted at the Billie Jean King National Tennis Center, this immersive experience explores how tennis attire has evolved. The exhibit highlights the sport’s biggest fashion moments, game-changing players, and the influence of tennis fashion on pop culture and media. Tennis fashion has always been at the intersection of sport, culture, and innovation. With the rise of tennis-inspired style in mainstream fashion (think Challengers and runway looks), Serving Looks offers a fresh, stylish take on the sport’s most iconic fashion moments. The exhibit will engage sports fans, fashion lovers, and pop culture enthusiasts alike, providing a unique blend of history, technology, and cultural impact. Serving Looks is where fashion meets function, sport meets style, and history meets happy hour. The experience is both fun and educational, making it clear that Serving Looks isn’t just about tennis but about celebrating the lasting impact of the sport on culture, fashion, and style. Don’t miss the chance to sip, snack, and celebrate the most stylish moments in American tennis.

Serving Looks

Art Direction

Spatial Design

Advertising

Branding

Copywriting

Event Creation

Type Layouts

Research

Naming

Exhibit Design

Concept

Logo Design

Food & Drink Branding

Ticket Design

Merchandise

Art Direction Spatial Design Advertising Branding Copywriting Event Creation Type Layouts Research Naming Exhibit Design Concept Logo Design Food & Drink Branding Ticket Design Merchandise

  • Despite tennis fashion's major influence on pop culture, media, and style trends, its legacy is often underrepresented in cultural spaces—Serving Looks addresses this by celebrating 145 years of iconic looks, innovation, and game-changing moments at the US Open.

  • An exhibit highlighting America’s tennis fashion, held during the US Open and a focus on the outfits, technology, players and impact of the US Tennis Stars (and their clothes).

  • The spatial design (a digitally mocked up exhibit), a bar/snack area with menus, tickets and handouts, merchandise and an advertising campaign.

  •  A groundbreaking exhibit that celebrates the history and evolution of tennis fashion at the US Open, blending sport, style, and pop culture into an immersive experience. Engages attendees with an experience that goes beyond just visual appeal by offering themed drinks and snacks that connect directly to tennis culture, offering a fun and interactive element to the exhibit. Establishing the exhibit as a must-see cultural event, tapping into the growing intersection of sports and fashion, and offering a space for both tennis fans and fashion enthusiasts to come together and uniquely celebrate the sport.

Exhibit Design

The exhibition is held in the Billie Jean King National Tennis Center by the soccer fields, and is made up of a series of rooms; each representing a different topic which represents America’s tennis fashion. The exhibit is digitally mocked up.

American icons of the game.

History of tennis fashion.

Tennis’ fashion’s impact on the real world.

Technology of tennis fashion.

Serving Snacks & Drinks

Serving Drinks is the signature bar experience within the Serving Looks exhibit. Guests can choose from three curated cocktails, each inspired by an iconic tennis fashion moment. Every ticket includes two complimentary signature drinks—or guests may opt for beer, wine, or hard seltzer. Adjacent to the bar is the Serving Snacks lounge, offering themed bites inspired by legendary American players. While two free drinks are included, snacks are available for purchase separately. Ai created images; edited to fit brand.

Serving Looks pop-ups—featuring stylish Serving Drinks bar carts—will appear throughout the US Open grounds, offering cocktails and on-site ticket sales to entice attendees to visit the exhibit.

Merchandise

Advertisement Campaign

As standard for most exhibits, serving looks advertisements would be featured on the streets of New York City’s boroughs, as to draw attention to the pop-up exhibit.

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