French Chic at Emirates Australian Open
Leveraging Emirates’ sponsorship of the Australian Open of Golf this year, Momentum worked collaboratively with DisplayWise to build a high-end experience for their guests at the 18th hole. Whilst the focus was on the golf happening around them, Emirates wanted to create an activation within the marquee that promoted the Emirates Gold Skywards Membership program. The brand successfully aligns with numerous global events every year and each one is designed and styled according to one of their destinations. With the grand and elegant interiors of Paris in mind, a French chic theme was to flow throughout the dining area.
The Australian Golf Club
Momentum worked with the team in Dubai to design a map of the world on a giant branded wall that guests could interact with. The unique and challenging aspect of the design was the map was to be pegged with 11,321 golf tees taking the DisplayWise team three days to manually pin into the wall. As guests were greeted by Emirate’s air stewards, they received a numbered tee that the guest pegged into the wall at their ideal global destination. DisplayWise applied sophisticated European finishes on the walls and bar that were highlighted with soft, diffused lighting and fixtures. A simple colour palette of Emirates red, bright white and gold further enhanced the elegance of the space.
The installation’s location adjacent to a pond and surrounded by delicate grounds required considerable planning to ensure the large walls and bar structures maintained their perfect finishes. A media wall was also built for photo opportunities and interviews throughout the four-day event.
Stepping in from the Australian summer heat and into the air-conditioned surrounds of a French chic marquee made a day at the golf a memorable experience for their guests. Our client Momentum were extremely happy with the result in overcoming the challenging and manual execution of this activation leading into the busy Christmas period.
As VIP customers of Emirates, the event was an intimate experience with only 300 invited guests which allowed for personal meet and greets with players such as Ernie Els, Abraham Ancer and Greg Chalmers.
“Very happy with the way it came out. Our relationship with DisplayWise has been fantastic over a number of years. We’ve always had that great time to sit down, work through briefs and come together and some of the things we’ve been able to achieve together have been fantastic and this one is complement to that.” Kieran Deane, Senior Producer, Momentum Worldwide.