BNP Paribas Open — Building the Largest Destination in Tennis

BNP PARIBAS OPEN

Turning a tournament into a desert destination.
Choura helped transform one of the largest sporting events in the country into a cultural destination.
500,000
Fans Annually
4+ Months
Onsite Build

From Tournament to Desert Destination

To maintain the cultural relevancy of the event, our team designed cornerstone builds and activations with a consistent thematic to tie the 88 acres together and excite new fans.

Custom-Made Environments

We looked at every piece individually to inject the goals of Desert Champions in every build - from custom sponsor bars, a reimagined restaurant, and retail village.

The experience required a full team of specialists from each key division to build from the ground up — including furniture selections, mood boards, structures and engineering, production, and overall marketing strategy.