To celebrate Coco Gauff’s collaboration with New Balance during the 2024 US Open, we created an immersive retail pop-up just steps from their Flatiron flagship. We transformed a white box space to reflect the spirit of her custom sneaker — pale blue with electric pops of tennis ball green. Throughout its run, the pop-up successfully drove traffic to the flagship store and boosted sales by offering a playful, highly shareable experience for fans and shoppers alike. The space featured all of Coco’s favorites, including TopSpin 2K25 video game stations, Morgenstern's ice cream, and phone charm customization station by The Caep. The highlight of opening night came when we gathered her by a curtained corner and revealed a surprise performance by her friend Jaden Smith — the two even swapped their custom sneakers on the spot.