Emirates Airline and the US Open partnered with Gen City Labs to create a branded fan activation. Visitors stepped into a sleek space that mixed tennis-themed games, photo moments, and digital storytelling. As a result, Emirates connected travel and sport in one place.
Interactive Features
Fans could engage with playful challenges, create digital souvenirs, and share them online. In addition, the activation highlighted Emirates’ global reach and premium positioning. The result was a fan zone that combined fun with brand storytelling.
Brand Impact
The project showed how sponsorships can go beyond signage to deliver real engagement. Finally, it positioned Emirates as more than a sponsor—it became part of the US Open fan experience. For another global brand partnership, see our Visa Climate Change Exhibit.
FAQs
Q: What was the Emirates US Open activation? A: A branded fan zone combining tennis activities with Emirates’ global travel story.
Q: What did fans take away? A: Personalized digital souvenirs and shareable branded content.
Q: Why was it important? A: It boosted Emirates’ visibility and tied the brand to premium sports culture.
Credits
Gen City Labs implemented the UI Design, Front End Development and Technology Integration on this project.
Project Video Music: “A King Alone” by The M Machine
Category
Pop-Ups
Sports and Entertainment
Stadium Footprints
Placeholder
The US Open has one of the more engaged audiences of any event Gen City Labs has done. Sports fans are more willing to participate and connect with experiences compared to more conservative environments. We aimed to create an experience that was memorable, convey that Emirates could take you anywhere, and provide a takeaway of value that was to be shared. Using the Panasonic D-IMager we were able to track user’s tennis serves and the angle their body was leaning to steer the ball flight. The users photo was then composited on a triptych panel with a US Open postcard image along with their determined destination image. Users collected their photo on a device nearby, and if they opted-in would receive a link to post their photo on an Emirates Facebook album. User’s photos were also uploaded to a private Flickr album, and from there were pulled into the Social Media Visualizer 3×1 screens on the other side of the booth. In this experience, user’s photos gracefully cascaded through the clouds with Emirates promotional videos playing periodically.
