The French Tennis Federation (Federation Française de Tennis / FFT), the rights holder of the French Open, teamed up with sponsors Longines & Lacoste to transform a New York block into a Parisian boulevard complete with a sprinkling of the familiar red/orange clay from Roland Garros’ courts.
To add a touch of French flavour from the City Of Light to the City That Never Sleeps, this street initiative and experience aims to give New Yorkers an experience of France, Paris and Roland Garros itself.
Centered around a space in Brookfield Place Waterfront Plaza )in lower Manhattan’s Battery Park City), the focal point of the activation sees French tennis’ governing body and its twin commercial partners build a real, full size clay court and offer free classes and recreation for the general public.
The activation, which will run up to and through the French Open (starting on 5 June and running until 11 June), aims to capture the look, feel and excitement of the planet’s premier clay court tournament
This NY waterfront initiative will also see the erection of an historic gallery containing images and stories behind the famous Roland-Garros posters: outdoor promotional executions that have been created through the years by some of the world’s most famous artists from Joan Miro to the 2017 official poster artist – New York-based Viz Muniz.
Plus there will be an interactive replica of Paris’ famous Bridge of Locks that will encourage lovers (visitors) to lock their love in metal throughout the event.
There will also offer a big screen, free live transmission of the matches direct from Roland-Garros daily from 9am to 6pm.
Before the tournament actually starts, two French food trucks will tour New York (from 3 to 8 June) offering free ice cream, plus details about the event.
This tennis transformation is executed in harness with the FFT’s official Swiss watch partner Longines and famous French tennis led sports and leisure apparel company Lacoste.
Other direct brand-related strands of the initiative include Longines’ ‘Smash Corner’ (which offers visitors a chance to test their serve speed) a Lacoste Boutique, plus photo activation mechanics and a children’s zone.
Activative Comment:
This global city experience is now firmly established as an FFR tour.
In recent years, ‘Roland-Garros in the City’ events have been held in metropolis’ around the world: last year it ran in China
and last year in South Korea’s capital Seoul.
It’s an impressive mobile experience, but ice cream? Surely that’s a food stuff most associated with Italy? For a country so globally famous for its cuisine, we hope the food trucks are offering more famous French tasting delights than ice cream.
Links:
Roland Garros
http://rg.fr/RGweb
http://rg.fr/ytrgin
http://rg.fr/FBRolGa
http:// rg.fr/Twrolg
http://rg.fr/instRG
