The International Tennis Hall of Fame
The Ultimate Honor in Tennis
project
Museum Renovation
& Grand Re-Opening
The International Tennis Hall of Fame
role
Creative Director
opportunity
A 9-gallery, $3.8M Phase I transformation of the International Tennis Hall of Fame, culminating in a high-profile Grand Re-Opening event. The project demanded thorough masterplanning and imagination, striving towards a future-forward renovation that would seamlessly blend tactile and digital experiences for an international audience of all ages.
outcome
Generated buzz-worthy press and social engagement—including coverage from The Boston Globe, Presswire, Forbes, and Sports Business Journal. This revitalization increased visitation, forged new and renewed partnerships, expanded artifact displays, introduced 3+ sellable event spaces, and launched 7 digital experiences designed to protect, preserve, and celebrate the sport’s rich history.
Humble Beginnings:
A Gallery Worth Celebrating
This transformation of a well-loved, but tired Hall of Famers gallery began with a rigorous study of the historically protected architecture, and a mandate to challenge the status quo. As the museum flow was re-imagined, the Hall of Famers relocated to the largest gallery at the culmination of the museum journey—but that left the first gallery, and first impression, as a blank chapter to write.
Preserve,
celebrate,
inspire—for generations
to come.
Celebrate, Preserve, Inspire; Wow, Surprise and Delight
It’s rare occasion that a first idea leaps off the page into reality, but the right idea will be sticky—rising to the occasion and standing strong under pressure-testing. From the legends of old to the Super-Famers of today, the early concepts explored the juxtaposition of history and future, sport and art, to create an experience that’s fresh, relevant and sharable.
Future Proofing
a Living Legacy
Strategizing for the unexpected takes wit, skill and a bit of luck; diligent planning is rewarded with sustained vitality and a museum that feels as fresh as its grass courts in the spring.
The Beauty and Momentum That Come From Failure
While the final outcome was a show-stopping experience where visitors can follow their tennis heroes in augmented reality, the early prototypes were far from polished. The ugly duckling mockups failed as often as they succeeded, yet each iteration helped pave the way towards the robust, seamless experience that became it’s final form.