During the 2025 U.S. Open, Tiffany & Co. unveiled an experiential space at the USTA Billie Jean King National Tennis Center, marking its third consecutive year participating. Located at Fountain Plaza, the installation features a giant Tiffany Blue tennis ball and displays championship trophies crafted by Tiffany for nearly four decades. This year, the brand introduced a custom Tiffany HardWear tennis racket set with nearly five carats of diamonds, alongside a 24K gold-plated tennis ball embedded with about seven carats of diamonds. The space includes an interactive installation developed with Meta AI, allowing visitors to step into a virtual tennis environment and create personalized digital mementos. The experience runs through September 7.