How do you elevate an exclusive sporting event into an unforgettable luxury experience that resonates with both heritage and modern elegance?
This was the question posed when Giorgio Armani partnered with IMG to produce the Giorgio Armani Tennis Classic at the prestigious Hurlingham Club. The brief was to create a sophisticated environment that embodied the timeless style of Giorgio Armani while delivering a seamless guest experience for high-profile attendees. The event needed to feel both grand and intimate, balancing contemporary design with the club’s historic setting. Alongside designing and building two of the event’s main hospitality destinations, The Lawn Pavilion and The Orangery. We were also tasked with producing premium brand activations for Scott Dunn, Hilton Head Island, and The Four Seasons. Each element had to feel distinct yet cohesive, celebrating the event’s sporting spirit and luxury positioning in equal measure.
We led the creative production from concept to completion, seamlessly blending Giorgio Armani’s signature style with the Hurlingham Club’s historic character. In The Lawn Pavilion, the team crafted a modern hospitality suite defined by clean lines, rich textures, and elegant lounge areas that felt both relaxed and luxurious. The Orangery embraced natural light and classic proportions, combining contemporary furnishings with heritage details to create an airy, sophisticated atmosphere.
In addition to the core hospitality spaces, Marble also produced premium brand activations on-site for Scott Dunn, Hilton Head Island, and The Four Seasons. Each activation was carefully designed to reflect the brands’ individual identities while feeling fully integrated into the event environment, further enhancing the guest experience and elevating the overall sense of luxury.