Wimbledon Championships

Steeped in history and home to British tennis, Wimbledon is the oldest and most prestigious grass court tennis tournament in the world. With a global audience in excess of 600 million people, it is arguably the most iconic and recognisable Grand Slam Championship, regularly attracting in excess of half a million visitors every year over an action-packed fortnight.

Image credit: AELTC / Joe Toth  

As a global sporting attraction with iconic status, The All England Lawn Tennis Club strives for continual improvement, with the simple vision of delivering a ‘best-in-class’ guest experience for every single Championships. This includes the strengthening of its existing wayfinding system; one that forms an essential and highly prominent touch point for all guests who enter the 300,000+ sqm event site.

With guest experience at the forefront, Maynard was originally commissioned in 2019 to carry out an independent audit and evaluation of Wimbledon’s existing physical and digital wayfinding infrastructure. Our team spent 270+ hours in total on site, observing and speaking with guests, staff and suppliers throughout the Championships fortnight. These hands-on and evidence-based exercises culminating in a series of step-change improvement programmes and budgeted priorities for future Championships.

Image Credits: Left: AELTC / Jed Leicester. Top Right: AELTC / Ben Queenborough.Bottom Right: AELTC / Dillon Bryde

Maynard was subsequently tasked to develop a brand new wayfinding and signage system in time for The Championships 2022. This included new sign products, mapping and branded information graphics for Centre Court, arguably the most historic and famous tennis stadium in the world, and which itself celebrated its centenary in 2022. Over a condensed 9 month programme, the wayfinding system was conceived, tested and successfully implemented in time for the opening day.

Its positive impact and contribution to The Championships has been recognised across the board, with proposals now underway to broaden the system’s application to other sites and venues operated by AELTC. We look forward to continuing our long-standing partnership over the coming years.

Image Credits: Top: AELTC / Ben SolomonMiddle Left: AELTC / Jed Jacobsohn. Middle Right: Amanda Morrison. Bottom: Amanda Morrison