Decoding the Experiential Excellence at the Australian Open.

The Australian Open finished with a bang over the weekend, and as one of Melbourne’s signature events, we’d been keeping a close and admiring eye on all the action. The tournament’s journey from summer slam to full-blown festival, effortlessly blending hospitality, music and sport, has been quite the evolution.

The ‘AO’ means much more than just tennis – it's a truly experiential brand that celebrates the best in Melbourne’s vibrant culture. And luxury brands like Louis Vuitton, Rolex, and Emirates want in on the action, putting their stamp on this canvas of elevated experiences.

So what sets the AO apart? Brands aren't just activating; they're actively seeking a lasting association with the AO. To us, this marks a change in how events are sponsored. It’s not just about participating; it's about finding a meaningful way to align a brand with an event that sets the bar for premium experiences.

As avid tennis enthusiasts, the Graffiti team immersed ourselves in everything AO this year. Our highlights? The stellar Finals Festival lineup, the elevated dining experiences, the creativity and commitment to high production values evident in all brand activations, and the seamless execution of the whole shebang. Seriously impressive.