The Project
The high-profile activation for Downy x US Open was held at the iconic Flatiron Plaza in New York City. This pop-up was designed to captivate audiences with a unique, immersive experience that blended the energy of the US Open with Downy’s brand essence.
Our Role
Creative Direction
Experiential + Environmental Design
We integrated sensory elements, interactive installations, and visually striking displays to create an inviting space where attendees could explore the softness, freshness, and longevity of Downy’s product range.
The activation encouraged engagement, blending brand messaging with the thrill of the US Open and the vibrant NYC atmosphere, driving brand awareness and consumer interaction.
The pop up was elevated with a special appearance by tennis legend Venus Williams, who posed for photos with fans, adding excitement and star power to the experience.
Guests had the unique opportunity to test their own tennis skills by measuring the speed of their serves, challenging themselves to see how they stacked up against Venus's impressive record.
Customization Station
