ATELIER Magazine is inviting you to a first look behind the curtain—and through the gates—of the most electrifying reinvention of tennis the sport has ever seen. This summer, Atlanta plays host to a bold, unapologetic vision for what tennis could become. Welcome to The INTENNSE Arena.
Located within the sustainable haven of Electric Owl Studios in Decatur, Georgia, INTENNSE is more than just a professional league—it’s a movement, a full-sensory spectacle built from the ground up for modern sports fans who crave adrenaline, intimacy, and innovation.
🎾 A Grand Entrance: The Future of Tennis Starts Here
Follow us through the gleaming doors of Electric Owl Studios, where tradition gives way to transformation. Here, inside a 313,000-square-foot soundstage, tennis has been radically reengineered.
This is not the country-club tennis of yesteryear. This is INTENNSE—team-based, time-boxed, and built for spectacle. Matches are fast, scored simply, and choreographed like a live performance. Think music, lighting, drama, and the roar of a fanbase sitting just feet from the court.
🏟️ Arena as Artform: Where Broadcast Meets Theater
The INTENNSE Arena, launching in June 2025, is a 20,000-square-foot, climate-controlled masterpiece, layered with double-decker and end-zone seating, immersive LED visuals, custom acoustics, and a court unlike any other. Designed by Bruce Rodgers of Tribe Design (the creative force behind the Super Bowl Halftime Show and Roc Nation), every angle has intention, every light is purposeful.
As we walk through the mock-ups and staging zones, ATELIER can’t help but feel like this isn’t just sports—it’s live cinema. With broadcast-quality infrastructure and no weather delays, INTENNSE is crafting a playground that’s ready for ESPN and TikTok, Wimbledon and Twitch, all at once.
🌀 Designed to Disrupt: A Fan-First Philosophy
INTENNSE is not just opening a venue—it’s launching a new league and language of tennis. From its college-style player drafts to its seamless blend of pro, amateur, and youth circuits, the league places the fan at the center of the action.
“There’s drama on the stage, passion all around,” says CEO Charles Allen as we explore the arena blueprints. “The fans are quite literally on top of the action. They lean in. They become part of the show.”
Expect chants. Expect cameras. Expect culture.
♻️ A Sustainable Serve
This wouldn’t be ATELIER without acknowledging the arena’s eco-conscious home. Housed within Electric Owl Studios, the world’s first LEED Gold-certified purpose-built film studio, INTENNSE stands as a beacon for green innovation in sports. Direct access to MARTA and electric shuttle services? Check. Low-impact build process? Absolutely. The future is clean, accessible, and electric.
🔮 What Comes Next: Countdown to the Inaugural Serve
Construction begins in late May. In just two weeks, this soundstage will morph into an arena unlike any other. And once the matches begin? There’s no turning back.
Stay tuned for team drafts, ticket drops, and opening night festivities that promise to light up Atlanta’s skyline—and sports world—like never before.
INTENNSE isn’t asking for tennis’s approval. It’s creating a new court, a new crowd, and a new kind of chaos—beautiful, vibrant, and unmissable. And ATELIER Magazine will be there, front row, when the first serve lands.
Welcome to The INTENNSE Era.
- www.intennse.com
- Follow @intennsetennis on all platforms
- Visit Electric Owl Studios
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