World of Yonex Pop-up

experiential production, photo production, video production

Yonex, Japanese-owned sporting equipment company, wanted to show up in NYC during the US Open. Yonex gear is currently only available through other retailers in the US, so it was also a chance to test run sales at a brick-and-mortar. Their central Soho location allowed them to host their athletes, the NYC tennis community, friends of the brand and new adopters for 1 week.

Eventure designed and built a physical space to tell the brand’s story of heritage, craftsmanship and innovation. The centerpiece was a Zen garden where traditional Japanese elements such as a 150-year-old Japanese bonsai was juxtaposed against sculptural installations of Yonex high tech products. The pop-up featured a museum-like exhibit to showcase vintage racquets and their tech evolution. A string & grip bar offered visitors a hands-on experience to learn about Yonex products and have their racquets strung.

The experience extended to the second floor, where a dedicated area for shoe and racquet demonstrations featured a mini tennis court, offering visitors the opportunity to test the latest Yonex innovations.

Yonex considered this a massively successful activation that set the precedent for global events. All goals were surpassed.