Rome will keep the shopping exercises open until late: windows will sport rackets and shuttle busses will help fans from the Foro Italico reach the places where special offers are reserved to ticket holders.
A pastry shop baked a dessert in the form of a fluffy yellow ball. Some of the historical shops in via Margutta dressed their windows with vintage posters, wooden rackets and old balls, the kind that were still white. Some bars invented tennis-inspired cocktails. Everywhere you go, there’s a sign of orange and blue, the colours of this year’s edition of the Internazionali BNL d’Italia.
About 400 shops and a handful of associations, Federazione Italiana Tennis and Ministry of Sport (Sport e Salute) have all teamed up in one of the most impressing city dressing operations that the City of Rome has ever witnessed. It is the first time that tennis enters the downtown in such a prompting fashion, breaking the glass bubble that often kept tennis fans and the city separated.
“Contamination” is the key word behind this idea that resulted in the “Roman night of tennis” project. On Thursday May 12th, most of the shots in the city centre will keep running until 10pm and offer a 15% discount to whom holds a valid ticket for the Foro Italico. A shuttle service will connect the tennis venue with Piazza del Popolo (running at 6.30pm and 7.10pm). A little game will entertain fans in town, with tennis quotes popping up all over the centre. At 10pm another shuttle will ride back to the Foro Italico all the ones who have their car parked there.
In reality, neither tennis nor Rome need extra advertisement, they are well known already. But just like two awesome singles players, they are teaming up to make a great doubles’ pair.