Australian Open tests experiential retail with Fed Square pop-up

Published in Inside Retail January 15, 2026. Words: Irene Dong

Tennis Australia has launched an Australian Open retail pop-up at Melbourne’s Fed Square, extending the tournament’s retail footprint beyond Melbourne Park ahead of AO26.

The AO Shop opened on January 10 and will operate until February 1. The store carries official and exclusive Australian Open merchandise and hosts in-store activations to drive foot traffic, including daily pickleball games and giveaways. 

The location also features Fifteen Love, an exhibition curated by Eddie Zammit, showcasing 15 artworks linked to the 15 days of the tournament. Limited-edition prints by local artists are available for purchase.

The Fed Square store reflects a broader shift toward short-term, experiential retail tied to major events, using central city locations to capture early sales and extend brand presence beyond the main venue.

Client, Brand Collective
Designer, Sandbox Group
Photographer, Marty Martuszewski
Shopfitter, 23 Projects

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