Created to celebrate Coco Gauff’s return to the US Open and the launch of her latest collection with New Balance, Coco’s Court transformed retail into an immersive expression of the athlete’s world—both on and off the court. Following an exclusive opening event featuring a surprise performance by Jaden Smith, the activation welcomed fans and consumers for two days of interactive experiences designed to showcase Coco’s personality, passions, and evolution as one of tennis’ most influential stars.

Drawing inspiration directly from the collection’s footwear, the environment paired soft tan tones with light blue accents and vibrant hits of lemon yellow, creating a playful yet elevated interpretation of modern tennis culture. Slatted wood details, clay-inspired textures, and sculptural displays of white tennis racquets referenced the sport’s heritage, while contemporary merchandising solutions reimagined the traditional retail fixture. At the heart of the space, a dynamic hero product installation showcased the collection through an architectural lens, encouraging discovery while seamlessly integrating digital purchasing through QR-enabled shopping.