Where do celebrities and influencers gather at the Australian Open?

Celebrities and influencers predominantly gather in exclusive Birdcage-style marquees and VIP lounges, such as the Emirates and Piper-Heidsieck lounges, away from the general public areas.

How do influencers operate at the Australian Open?

Influencers work professionally at the event, attending brand-sponsored gatherings and creating content. They often maintain a polished appearance and adhere to strict deliverables for brands, even in challenging weather conditions.

What is the social dynamic at the Australian Open?

The social dynamic includes exclusive networking in VIP areas and a significant influencer presence focused on content creation. The event attracts a mix of celebrities, business figures, and influencers, with different groups dominating different weeks of the tournament.

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Australian Open: Behind the VIP Curtains

27 Jan

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Summary

Celebrities and influencers frequent exclusive marquees, not general stands.
Influencers work rigorously for brands despite appearances.
Exclusive lounges and pop-ups are status symbols at the event.

Australian Open: Behind the VIP Curtains

The Australian Open is more than just a tennis tournament; it's a meticulously managed social event. Behind the televised matches, celebrities and influencers occupy exclusive Birdcage-style marquees, enjoying cocktails and networking away from the general crowds. These VIP areas, like the Emirates and Piper-Heidsieck lounges, serve as status symbols, with coveted red cups signifying elite access.

Influencers play a significant role, attending pre-tennis events and working professionally throughout the day. Despite the intense heat, many are dressed impeccably and focus on creating flawless content for major brands, often foregoing alcohol to maintain their professional image and meet strict deliverables. This demonstrates a dedicated work ethic often underestimated in the pursuit of perfect social media coverage.

Dining and accommodation at top venues like Maison Bâtard and The Beverly also cater to the event's elite attendees, with players typically staying at Crown hotels and frequenting the gym for training. The social dynamics shift throughout the tournament, with week one attracting corporate guests and week two focusing on celebrities and influencers.