HOW BRANDS ARE SERVING UP AT WIMBLEDON AND BEYOND
words by BEX WHITLEY
The 139th Wimbledon Championships has drawn to a close at London’s All England Club, and while Centre Court had everyone gripped, the activity beyond the baseline garnered considerable attention. From VIP events to luxury partnerships, these are some of our defining brand moments from this year's tennis season.
ROSEWOOD LONDON’S CENTRE COURTYARD IN COLLABORATION WITH GOLDBERGH
images courtesy of ROSEWOOD LONDON
Earlier this week, Rosewood London played host to Dutch sportswear brand Goldbergh, celebrating their newest Racquet collection. Together, they reimagined the Rosewood’s terrace to create the ‘Centre Courtyard’, bringing sporting heritage to life through a contemporary lens. The geometric, court-inspired table sat alongside a floral ‘net’ made up of 700 delphinium stems, where a seasonal menu concluded in a showstopping roulade measuring over a metre. Strawberries and cream flavoured, of course.
NORDIC KNOTS LAUNCH THE GRAND OPEN COLLECTION
images courtesy of NORDIC KNOTS
Nordic Knots' limited-edition collection is a reminder of just how far sport's cultural influence now extends. The Grand Open collection features the home-textile brand's trademark rugs alongside throws, bedspreads and cushions, all reimagined through the geometry and colour of the tennis court. The collection was set against the backdrop of Eltham Palace, a medieval-meets-Art Deco landmark in southeast London, notably also home to intricate wood intarsia scenes of Stockholm, created by Swedish designer Rolf Engströmer nearly a century ago.
RALPH LAUREN AS WIMBLEDON’S OFFICIAL OUTFITTER
images courtesy of RALPH LAUREN
Wimbledon’s official outfitter since 2006, Ralph Lauren returned with a quintessentially British line-up. Activations included a month-long takeover of Sloane Square, centred on The RL Clubhouse, a Wimbledon-themed space with grass Polo Bear sculptures and a screening area. The debut of their Purple Label Wimbledon Capsule, designed and produced in Italy, signals their ambition to reposition towards the luxury market. The brand has become part of Wimbledon’s DNA, worn by court officials, line judges and ball boys and girls, reinforcing their timelessness and shared sporting heritage. The Polo Ralph Lauren Suite at Wimbledon’s Centre Court remained the tournament’s most sought-after courtside spot, with guests such as Emma Corrin, Simone Ashley and Andrew Garfield choosing it as their preferred location to enjoy the game.
GIORGIO ARMANI AT THE HURLINGHAM CLUB
images courtesy of GIORGIO ARMANI
Friends of the House joined fashion brand Giorgio Armani at the Hurlingham Club for another year of their pre-Wimbledon circuit. This year’s field saw competition from the likes of Jannik Sinner, Casper Ruud and Novak Djokovic, as they prepared for their own Wimbledon appearances. Guests enjoyed a menu by Michelin-starred chef Paul Ainsworth, and this year's event saw the inclusion of new partners Boodles, a luxury jeweller with an on-site salon. Also included this year was BNP Paribas, whose “Points For Change” initiative donates to local community programmes via The Hurlingham Club Foundation.
AMERICAN EXPRESS’ CITYWIDE TAKEOVER
images courtesy of AMERICAN EXPRESS
In their most ambitious Wimbledon programme to date, American Express hosted events across the entire city. For regular attendees of the tournament, experiences have ranged from a “Spectate in Style” photo opportunity to the return of their “From Wimbledon with Love” postcard station. For card members, the Amex Pavilion Upper Deck holds one of the best views across the Hill. As for VIPs, their Platinum Card® pre-finals party in collaboration with Soho House saw friends of Amex come together to watch a set by jazz Amex unsigned artist Abi Flynn, followed by an intimate performance from legendary singer, songwriter, and DJ Craig David TS5. Guests included actors The Brutalist’s Joe Alwyn, Bridgerton’s Martins Imhangbe and model Pixie Geldof.
