With the U.S. Open in full swing, hundreds of thousands of spectators are currently descending on New York City to witness one of the marquee competitions in professional tennis. 

Attendees of the Open, one of the four major “Grand Slam” tennis tournaments held around the world annually, will also encounter an array of immersive, high-tech offerings from familiar brands designed to enhance the fan experience.

Companies like Tiffany & Co, American Express, social media giant Snap, and sports equipment manufacturer Wilson are capitalizing on the tournament to showcase their embrace of emerging technologies and offer peeks at future initiatives. Here’s a look at some of the activations and pop-ups taking place around the U.S. Open, this week and next. 

Tiffany X Snap AR Experience

Luxury jeweler Tiffany & Co. has partnered with the creators of Snapchat on an experiential booth at the U.S. Open, where visitors can play with digital, diamond-encrusted tennis racquets and a championship trophy by looking into a high-tech augmented reality (AR) mirror.

The collaboration marks the first time that Tiffany has employed ARES, Snap’s augmented reality service, which helps businesses integrate immersive tech into websites, apps, and live experiences.

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Author: Sander Lutz

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