It’s no small feat to infuse a massive sporting event with the atmosphere of a cultural destination. Yet, this was precisely the challenge Choura triumphantly met at the BNP Paribas Open. The company skillfully combined the excitement of sport with a unique cultural theme, crafting an unforgettable experience for the event’s annual turnout of 500,000 fans.
Over four intense months of onsite construction, Choura utilized over 300,000 square feet to bring their vision to life. The team meticulously planned each section of the sprawling 88-acre event area to align with the desert thematic, creating a cohesive and visually stunning environment for attendees.
Particular attention was given to crafting custom-made environments that upheld the goals of Desert Champions, the organizer of the event. Each component – from custom sponsor bars to a completely reimagined restaurant and retail village – was handled with care and attention to detail. This extended to cornerstone builds and activations, designed to tie the entire site together and kindle the excitement of both new and returning fans.
The Power of Collaboration
The project necessitated the collaboration of a diverse group of specialists across various divisions. Furniture selections, mood boards, structures and engineering, production, and marketing strategy – each aspect required its own team of experts. The result was a cohesive and engaging event that succeeded in maintaining the cultural relevancy of the BNP Paribas Open.
The experience required a full team of production specialists from each key division to build from the ground up — including furniture selections, creative design, structures and engineering, event production, and overall marketing strategy.
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