Wimbledon Village Tennis Windows Competition
WIMBLEDON, ENGLAND — As Wimbledon continues to draw the attention of tennis fans, another vibrant competition is unfolding that showcases local businesses’ creativity. In a setting known for its lush grass courts and intense athletic rivalry, the Wimbledon Village Tennis Windows Competition celebrates the spirit of community and art with a competitive flair.
Event Overview
Created in 2013 by Kimberley Salmassian, this annual event invites local shops, cafes, and restaurants to transform their storefronts into stunning tennis-themed displays. In this year’s edition, 60 businesses participated, crafting imaginative showcases to charm the influx of visitors flocking to the renowned Championships. Salmassian notes the growing competitiveness among these establishments, as they aim to outshine one another while also paying homage to the tradition of Wimbledon.
“Every year, people really push because they know it’s happening. It’s competitive, and there’s a sense of community,”
she stated during an interview in southwest London.
Creative Displays and Awards
Among the delightful displays, the charity shop, Mary’s Living & Giving, featured mannequins adorned with oversized tennis balls, while the Italian delicatessen, Vallebona, constructed impressive pillars from tennis balls topped with cheese wheels. The local creativity culminated in an awards night where standout entries were recognized. The cocktail bar Hemingways took home the top prize of a three-night getaway in Athens and a teeth whitening voucher valued at £425 ($578). The Rose & Crown pub followed closely behind, winning Centre Court tickets for its large tennis ball display.
Community and Artistic Collaboration
These decorative efforts not only attract the attention of tourists, but they also rally local artists who contribute their talents to many of the windows. Artist Sam Temple-Milnes, who worked on a display for a local coffee shop, emphasized the beneficial aspects of such competitions, noting they are advantageous for both businesses and artists, though he hopes the recognition of artists could improve.
“It’s good for the community and the artists that get hired – but in terms of the competition, I wish that it would credit the artists more,”
Temple-Milnes expressed.
Alessandra Tortone, a talented artist based in east London, accomplished a remarkable feat by winning the competition in consecutive years with her designs for Hemingways. Following her success, demand for her artistic skills surged as she painted several more windows this season. Despite her contributions, she noted the need for businesses to acknowledge their collaborating artists more openly. Salmassian affirmed that recognition varies by business, and while some celebrate their artists, the main focus of the competition remains on the community’s collective identity.
Support and Judging
The All England Club, known for hosting the prestigious tennis tournament, partially funds the window competition, a fact that underscores the event’s significance within the Wimbledon culture. Iyata Golding, who runs the florist Gardenia of London, shared her insight about the competition’s role in enhancing local charm. She pointed out that while efforts to create unique displays are made each year, the end outcome in terms of rankings can still be unpredictable.
Judging for the competition involves a diverse panel, ensuring a fresh perspective each time.
“They do a maximum of three years in a row to give them a break and get a fresh perspective,”
Salmassian explained about the rotation of judges. Their two-tier scoring system requires judges to personally visit and evaluate all entries before submitting their top picks.
Community Atmosphere
Additionally, Merton Council contributes to the community’s festive atmosphere by maintaining garden elements throughout the village. Eleanor Riley, deputy head of communications at the council, noted how the local installation of vibrant floral displays enhances the celebratory essence of Wimbledon.
“The window displays just add so much character and a celebratory atmosphere to the village,”
she shared.
As crowds swell around Wimbledon during this prominent sporting event, the region is abuzz not only with tennis enthusiasm but also with the artistic expressions that help transform the area into a picturesque backdrop for visitors, showcasing the competitive spirit in all its forms.
