Tiffany & Co. Returns to U.S. Open With Reimagined Immersive Pop-Up

Tiffany & Co. has pulled back the curtain on its 2025 immersive pop-up at the U.S. Open.

This marks the third year the LVMH Moët Hennessy Louis Vuitton-owned American jeweler has set up at USTA Billie Jean King National Tennis Center, part of the multiyear partnership the brand has with the United States Tennis Association as the official trophy partner of the U.S. Open.

Located in the Fountain Plaza, this year’s pop-up will greet passersby with an oversize Tiffany Blue tennis ball anchoring one corner of the experience. Inside, guests can view the men’s and women’s Singles Championship trophies, crafted annually by Tiffany’s master silversmiths at the company’s hollowware workshop in Cumberland, R.I. — a tradition that spans nearly 40 years.

Solidifying a tradition, after debuting a one-of-a-kind Elsa Peretti Diamonds by the Yard tennis racket last year, 2025 sees the jeweler look to one of its newer collections with a one-of-a-kind HardWear by Tiffany tennis racket. A bespoke design, it showcases nearly 5 total carats of diamonds on the front and is paired with a 24-karat gold vermeil tennis ball set with nearly 7 carats of diamonds tracing its seams.

Another pop-up first is the addition of artificial intelligence via the Tiffany & Co. and Meta AI experience, allowing guests to engage with the maison in a way that blends technology with heritage. Guests can envision themselves as tennis stars with a digital takeaway depicting them on the main court.

Back on the court, Tiffany & Co. will also have a presence with a branded display for the men’s and women’s singles, doubles and mixed doubles championship ceremonies.