Article SummaryThe 2026 Australian Open proved that face-to-face brand experiences still matter, drawing over 1.36 million attendees and seamlessly integrating sponsors into immersive, attendee-first activations. The most successful brands focused on clear objectives, audience understanding, and interactive engagement—becoming part of the moment rather than interrupting it.
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I went to the Australian Open (AO) not just as a tennis fan, but as a genuine fan of well-designed, face-to-face brand experiences.
The 2026 Australian Open, held in Melbourne from January 12 to February 1, shattered all previous attendance records for any Grand Slam tournament. Over 1.36 million spectators attended across the three weeks, including roughly 1.15 million during the main draw and 218,000 during opening and qualifying week. With a diverse roster of global and local sponsors, including marquee brands like Kia, Emirates, ANZ, Rolex, M&M's, and Lipton (among many others), Melbourne Park was transformed into a hub of interactive brand experiences. Sponsor spaces, branded bars and lounges, product sampling kiosks, and experiential zones were spread across the entire precinct.
While the tennis was exciting, what really struck me was how seamlessly brands were woven into the overall Australian Open experience. Nothing felt forced or slapped on. The AO team deserves plaudits for making the brands feel like a natural part of the event rather than mere interruptions to the tennis.
For example, Ralph Lauren had a bright, colorful retail space that pulled you in — but what really made it work was the focus on the visitor. There were plenty of staff available to help, time to browse, and the ability to customize AO merchandise with color and personalization. It felt both premium and personal.
MECCA’s two-story activation felt like walking into a life-size Barbie house: bold, playful, and impossible to miss. The placement was spot on — right when you realized you needed sunscreen or lip protection, there was MECCA with exactly what you needed. It was a perfect combination of utility and delight.
Aperol nailed the social side. Fun couches, a place to be seen, a cool, refreshing drink, and no shortage of photo opportunities. You didn’t just stop by — you stayed.
What all of these experiences had in common was intention. They were clear on:
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What they wanted people to hear about the brand
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How they wanted people to feel in the space
- What they wanted people to do once they were there
Not surprisingly, these spots became natural selfie backdrops and memory-makers. When people pull out their phones without being asked, you know you’ve done something right.
START WITH THE ATTENDEE IN MIND
The best brand experiences — whether at a Grand Slam, a trade show, or in a retail environment — begin with a clear understanding of your attendee’s journey.
Outline Clear Goals and Objectives
Define what success looks like before you build. Clear objectives help you focus on the right activations, measure what matters, and align your trade show exhibit to deliver meaningful business results.
Know Your Audience
Understanding your audience (prospects, partners, customers, and media) is essential. Segment them and create journeys tailored to each group’s needs and interests. When you meet people where they are, engagement becomes genuine.
Understand Your Industry Landscape
Stay current on industry trends and emerging technologies to create experiences that resonate. Whether it’s product demos, interactive digital touchpoints, or hands-on activations, give attendees compelling reasons to engage. Use adaptable modular systems that can scale with your needs while staying true to your brand.
GET IMMERSIVE AND FOCUS ON ACTIVE PARTICIPATION
The most memorable brand activations invite the audience to participate, not just observe. At the Australian Open, the best experiences encouraged people to become active participants — customizing a Polo shirt, getting their makeup touched up, or settling into a lounge with a refreshing Aperol spritz. Immersive, engagement-driven moments create stronger emotional connections and turn passive visitors into engaged brand ambassadors.
This is not about trade shows being less important — they are still incredibly valuable. However, face-to-face opportunities do not have to live only on a show floor or inside four retail walls. The real opportunity is bringing your brand to where your audience already spends time together — and doing it exceptionally well.
When experience, environment, and audience align, your brand does not interrupt the moment.
It becomes part of the moment.
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