Australian Tennis Open


Client:  Woolworths

Event Management:   BEcause Experiential Marketing

Projection:  Visual Playground

Dome Canopy: Fabric Solutions

Dome Frame:  The Dome Company

Woolworths wanted to deliver an unforgettable experience for tennis fans to support its Tennis Australia partnership and showcase locally sourced Australian produce.  BEcause created a one-of-a-kind  Summer Sensorium for visitors to see, touch, hear, smell and taste the supermarket’s fresh seasonal produce.



Full digital print onto a 12 metre diameter dome.  Opaque canopy with white interior

White powder coated frame.

Installation in one day including flooring and ballast


Fabric Solutions used Ferrari 702 opaque pvc fabric and perfectly replicated the Woolworths logo and colours over the entirety of the dome canopy.

Setup and execution

The Summer Sensorium dome was set up for the world-renowned Australian Tennis Open at Grand Slam Oval in Melbourne Park.  The exclusive, free visitor experience was devised to offer ‘and experience that appeals to all five senses with A Taste of Australian Summer.’

The Summer sensorium offered fans the opportunity to see, touch, hear, smell and taste Woolworths fresh seasonal produce and immerse themselves in an environment which also showcased the local farmers that partner with Woolworths.

The immersive mutlti-sensory food experience provided a rounded paddock-to-plate experience for participants.  Consumers enjoyed three summer-inspired dishes taken directly from the pages of Woolworths’ FRESH magazine, each expertly paired with fresh juices to enhance tasting pleasure.

The one-of-a-kind journey took full advantage of the distinctive dome with highly visual and immersive 360 degree projection mapping produced by Visual Playground, with full narration taking those inside the dome on a journey of paddock to plate.

Outcome and benefits

Andrew Hicks, director of marketing, Woolworths, commented:

“The Australian Open is an iconic Aussie event and we wanted to use our partnership this year to bring to life the great quality food our farmers produce for our customers through a unique and memorable experience..  As well as our sponsorship of the Woolworths Ball Kids at the Australian Open, the Summer Sensorium  also supports our aim to inspire a healthy Australia and feed fresh talent by showcasing the amazing recipes within FRESH magazine, all inspired to create quick, healthy and affordable meals for all our family, ensuring our customers can make the most of their summer.”


Gareth Brock; client development director at BEcause Australia:

“This fresh new sensory food experience will leverage Woolworths’ fresh food credentials and the supermarket’s sponsorship of the Australian Open by educating, engaging and inspiring consumers about how to use and enjoy the freshest seasonal produce.  With sessions running daily, the combination of immersive, projection mapping technology with exclusive juice pairings will deliver a truly interactive tasting experience.”


Over 14 days, more that 3,600 participants experienced the Woolworths Summer Sensorium Dome.

Woolworths served them 11,000 courses of Summer freshness.