Mecca has unveiled its first-ever activation at the Australian Open 2025, bringing beauty to the newly launched AO Topcourt precinct. The Mecca Summer Club offers a dedicated space where tennis fans can experience curated beauty services and products during the tournament, running until January 26.
Located at Birrarung Marr Middle Terrace, the activation features beauty touch-ups, hydrating skincare, lightweight makeup, and summer-inspired looks. It’s designed to appeal to the younger audience of AO Topcourt , with one in three Mecca shoppers already part of the Gen Z demographic.
Mecca’s Chief Marketing Officer, Kate Blythe, said the activation is a natural fit for a brand with deep roots in Melbourne. She highlighted the opportunity to connect with local and international tennis fans, showcasing what Mecca offers while enhancing the overall event experience.
“Melbourne has always been at the beating heart of Mecca’s story,” she said. “We couldn’t be more excited to bring Mecca Summer Club to the AO Topcourt at the Australian Open, a world-class sporting event that reflects the energy and creativity we champion at Mecca. Our presence at AO Topcourt is a unique opportunity to showcase the experience that our customers know and love to both local and international spectators, and we look forward to welcoming tennis fans and beauty enthusiasts alike.”
The activation also aligns with a significant year for Mecca as the brand prepares for the opening of its flagship Bourke Street store later in 2025, further cementing its presence in Melbourne.
AO Topcourt is expected to attract more than 15,000 visitors during the tournament, providing Mecca with a platform to combine beauty with sport and culture in an engaging new way.
The Mecca Summer Club will be open daily from 10 am to 10 pm throughout the Australian Open.
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