Brand Collective opens AO Shop pop-up at Fed Square
Brand Collective opens AO Shop pop-up at Fed Square
Published in RetailBiz January 15, 2026. Words: Celene Ignacio
The Australian Open has kicked off its 2026 season with the opening of the AO Shop at Fed Square in Melbourne, giving fans an early chance to shop official merchandise and experience a mix of retail, art and fan activities ahead of the tournament.
The pop-up store is open from January 10 to February 1, a full week before the Australian Open main draw begins.
The AO Shop is designed as a hybrid space combining retail, gallery and social hangout elements, offering visitors a pre-tournament destination to explore exclusive Australian Open merchandise and soak up the atmosphere.
The store features extended trading hours from 9am through to between 7pm and 10pm depending on the day, alongside a delivery service that allows customers to have purchases sent directly to their hotel or home.
In addition to retail, the AO Shop is hosting daily activations throughout the tournament period. These include pickleball competitions and giveaways, with a daily game of chance at 12pm where participants receive a Daniel’s Donut, and winners take home official Australian Open merchandise such as AO T-shirts and caps. The first 100 customers each day will also receive a complimentary Daniel’s Donut, while stocks last.
Exclusive to the Fed Square location is Fifteen Love, a free gallery exhibition curated by Eddie Zammit. The exhibition brings together fifteen artworks, each representing one day of the Australian Open, and explores the connection between world-class tennis and Melbourne as the host city.
The series features works from local artists including Stephen Baker, Cat Berruer, Tom Gerrard, Lee McConnell and Travis Price, presented in Australian Open colourways. A limited run of fifteen prints is available for purchase.
Client, Brand Collective
Designer, Sandbox Group
Photographer, Marty Martuszewski
Shopfitter, 23 Projects
#AOShop #BrandCollective #StoreOpening #Federationsquare #AustralianBusiness #Retail #AustralianOpen #retail #storedesign #retaildesign #retailconcept #retailinnovation #insideretailing