Serving Up Style: Designing the AO Pop-Up Shop

Serving Up Style: Designing the AO Pop-Up Shop at Federation Square

For the 2026 Australian Open, Sandbox Group partnered with Brand Collective to design a pop-up retail experience that captures the energy, creativity and cultural buzz of AO season in the heart of Melbourne.

Located at Federation Square, the AO Pop-Up is conceived as a bold, highly curated retail moment, unmistakably AO, visually immersive, and designed to engage both tennis fans and casual passersby alike.

CLIENT

Brand Collective

WHAT WE DID

:- Customer journey planning
:- Zoning and category planning
:- External and Interior design
:- CAD Documentation
:- Design Management

POP UP 2026

Federation Square, Melbourne, VIC

Unmistakably AO

As Luke Cannon, Creative Director at Sandbox Group, explains: “The pop-up was designed to stop people in their tracks, visually striking, unmistakably AO, and deeply connected to the event’s creative and sporting spirit, right in the middle of one of Melbourne’s most iconic cultural destinations.”

Immersive Design and Brand Expression

The design draws directly from the Australian Open’s visual language, anchored in bold blues, crisp whites and strong graphic contrast. A standout feature of the build is the blue filmed polycarbonate wall, adding vibrancy and transparency while helping organise the space in a clean, contemporary way.

Above, a mirrored ceiling reflects colour, light and movement, amplifying the energy of the pop-up and creating a sense of spectacle within its compact footprint. These architectural elements are paired with intentional, Instagram-ready moments including mirrored AO signage, an oversized tennis ball installation, and carefully framed sightlines that naturally invite interaction, social sharing and influencer engagement.

Merchandise as the Hero

The pop-up features a tightly edited range of official AO merchandise, clothing, caps, towels, water bottles and tennis balls, presented through controlled, uncluttered displays. This considered approach keeps the space easy to navigate during peak crowds while allowing hero products to shine.

By reducing visual noise, customers can browse quickly or engage more deeply, depending on the pace of their visit.

Fifteen Love, Poster Gallery: Australian Artists

A dedicated poster gallery, Fifteen Love, curated by Eddie Zammit forms a standout moment within the store. Featuring fifteen custom prints designed by Australian artists, the collection is available exclusively at the AO Pop-Up at Federation Square. Each art work 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.

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