2024 US Open: Tiffany & Co. Swings into Action with a Diamond Tennis Racket
Tiffany & Co. has officially unveiled its 2024 US Open pop-up, displaying tennis trophies crafted by the jeweler, a one-of-a-kind diamond tennis racket, and an immersive AR experience.
Tiffany & Co. is making its presence known at the USTA Billie Jean King National Tennis Center for the second year in a row, with an innovative new pop-up for the 2024 US Open. Beginning in August, the immersive experience will run through September to showcase the jeweler’s rich and storied history in its ties to athletic achievement.
In my humble opinion, the main attraction comes in the form of a one-of-a-kind Elsa Peretti® Diamonds by the Yard® tennis racket. Created in commemoration of Peretti’s 50th anniversary with Tiffany, the racket incorporates one of her most iconic designs for the brand.
After joining Tiffany in 1974, Peretti kicked off her revolutionary career with her inaugural creation for the House. She placed twelve small diamonds, set in gold bezels at varying lengths on a 36-inch chain. When her close friend and collaborator, fashion designer Halston first saw her design, he dubbed it “Diamonds by the Yard.”
The face of the racket, its grommet, includes a gold “diamond” vibration dampener and is interwoven with strings of delicate natural diamonds to honor “Tiffany’s authority in diamonds and history with the USTA,” according to the brand. Its rim is the brand’s trademark robin’s egg blue, with a black handle, covered in a subtle open-heart motif, similar to that of another Peretti design for the jeweler.
Teamed with Tiffany blue tennis balls stitched with diamonds, the racket has been featured in an imaginative window display at The Landmark, the jeweler’s Fifth Avenue flagship.
The activation’s navy-blue walls are covered with Tiffany blue tennis balls and an AR Mirror, created by Snap Inc. It features two AR Lens experiences for you and a friend to interact with.
The pop-up features replicas of the US Open Men’s and Women’s Singles Championship Trophies, crafted by Tiffany & Co. since 1987. The jewelry house has crafted some of the most memorable trophies in American sports, including horse racing’s 1860 Woodlawn Wase, Super Bowl trophies, golf awards for the PGA Tour, and Formula One’s Miami Grand Prix trophies.
Every year, Tiffany’s expert silversmiths handcraft these US Open trophies at the brand’s hollowware workshop in Cumberland, Rhode Island. The House displayed the Women’s Singles Championship Trophy in a window display at The Landmark before the tournament and ahead of the 2024 Singles Championship ceremonies, a Tiffany & Co. display will be placed on the court with the full suite of US Open trophies for the first time.
American professional tennis player Taylor Fritz attended the Tiffany & Co. 2024 US Open Pop-up, setting his sights on the glorious trophies. According to ESPN, Fritz is currently the highest-ranked American man of the US Open at No. 12. The impressive 26-year-old athlete arrived at the pop-up experience wearing two natural diamond Tiffany Lock Bangles and a diamond-studded Tiffany HardWear Graduated Link necklace with his plain white tee and black slacks.
The Tiffany & Co. 2024 US Open pop-up opened on August 19, running through September 8 and located in the Fountain Plaza of the USTA Billie Jean King National Tennis Center.
