Why We Created The Treehouse at Wimbledon

The Treehouse. Our premium-informal, VIP experience at The Championships, Wimbledon is about to embark upon its fourth year in 2025, so we thought it would be a good idea to look back on why we created it, what it’s like and what makes it so special.

 

What was the inspiration behind the Treehouse?

The rise of premium-informal experiences is a trend that isn’t going away anytime soon in the evolving hospitality industry. The increase in restaurants offering casual dining options featuring menus of small, roaming sharing plates has risen by 1.7% over the past 12 months alone, so we’re not going to be saying goodbye to experiences like the Treehouse anytime soon.

The world-class event industry is recognising that customers want more to elevate their experience, going beyond the event itself. This is why we wanted to launch an innovative new experience at The Championships in response to the changing entertainment market, stepping outside the ‘traditional’ hospitality box.

It was a brand-new concept for the event, and we wanted it to exude a real WOW factor! Wimbledon is one of the most iconic, most sought-after and historic sporting events in the world, and we wanted to design and showcase a hospitality experience that is so different to all other offerings at SW19.

What’s unique about the Treehouse?

The aim was to completely transform the space – previously host to The Gatsby Club - into a multi-sensory experience. With vibrant green, rich pink and gold interiors, lush greenery and foliage, and an expansive open balcony with flooring running from inside-out – it really does emulate the feeling of being in a treehouse.

People like to walk around, explore and not feel restricted to small spaces - that’s why the Treehouse design was an elongated, open room offering multiple seating options to facilitate roaming. The intimate lounge areas, beautiful pamper space, live cooking stations, sun-soaked balcony and DJ booth provide variety for guests to use and discover - making the experience immersive, sociable and unique. Elements such as the lighting and sound of a space are crucial – after all, the power of music cannot be overlooked and its ability to transform the atmosphere and customer’s mood. It’s the perfect contrast - upbeat sounds echoing across the Treehouse meets the dramatic silence on-court during the tennis. It’s a feast for the senses; eyes, ears and mouth!

Serving up true culinary innovation

Speaking of, let’s get onto the food! The culinary experience is a large part of what makes the Treehouse so innovative. We wanted to allow guests greater flexibility to enjoy their day at the tennis, so there are no set times when food is served. The roaming plates are served from guest arrival through to afternoon tea so they can graze at their leisure - seated or standing - whilst chatting to friends, with waiters circulating the dishes round the space. This premium-informal style of dining gives customers the freedom to follow their nose through different areas of the space.

We’re proud to partner with Chef Patron of two Michelin Star Restaurant Story, Tom Sellers, who curates the menu to reveal a range of tantalising tastes using bright, fresh and sustainable British ingredients – including some of the dishes that have made Tom and his restaurant so well-known.

We deliver what we promise

When our design and product development team set out to curate a new experience, they create CGI images to visualise what the concept will looks like. Before an experience has launched, customers are able to literally envision what the space will look like and get a true, clear sense for what they can expect.

The CGIs for all of our experiences look exactly like what you will indulge in on your special day out – our visions really do come to life! Don’t believe us? Take a look at what the Treehouse CGIs looked like vs the finished result…

See for yourself in 2025 – but do act quickly

For Wimbledon 2025, the Treehouse will see a new menu, refreshed décor and extended opening hours – so guests can now indulge until 9pm! Talk about ‘Premium Value’…

With Wimbledon popularity at an all-time high, and availability fast selling-out, if you do want to see what all the hype of the Treehouse is about - and enjoy an unmissable VIP experience at this iconic tennis tournament for yourself - then you might just want to secure your place now. It’s a great space to enjoy with your partner, close group of friends or family where you can make lifelong memories together. Or if you’re searching for a unique way to host and entertain your clients and make a statement, then this is just for you. See you in the Treehouse!

View Treehouse packages here.