YONEX US Open 24 Pop up NY Broad Way
Creative Direction, Spatial Design, Development & Graphic Design

A space designed to showcase YONEX Japanese heritage, engineering and innovation. The consumer journey begins when touching the door handle at 470 Broadway - a fixture carefully wrapped in the brands Super Grap Tennis Grip tape. The pop-up's centerpiece is a Zen garden where traditional Japanese elements such as a 150 year old Japanese white pine bonsai tree is juxtaposed against sculptural installations of YONEX high tech products. The sand in the Zen garden is traditionally raked to emulate water, circling each element with waves as if they were islands in the ocean. A large concrete sculpture constructed from hand dyed slabs serves as a sculptural element in the garden as well as product display. Visitors are invited to enter the garden through a carefully laid path, allowing them to fully immerse themselves in the space and capture photos of the serene setting. A light ash texture used for all product display walls and custom furniture creates a warm, minimalistic space that draws inspiration from both Japanese aesthetics and the designers Scandinavian heritage.

As visitors move through the space, they encounter a museum-like exhibit showcasing YONEX’s history. Vintage racquets, some dating back to the brand's early days, are encased and arranged along a graphic timeline, highlighting YONEX’s technological evolution. Hero apparel pieces are suspended from the ceiling, each delicately hung by tennis strings above a second Zen sand box, reinforcing the theme of harmony between tradition and technology. The space’s structural pillars are covered with mirrored surfaces to create illusions, depth and to serve customers trying on product.

At the rear of the pop-up, a string & grip bar offers visitors a hands-on experience. Here, customers can learn about YONEX products and have their racquets strung. The bar is set against a curved rip-stop screen, a modern interpretation of a traditional Japanese rice paper screen.

The experience extends to the second floor, where a dedicated area for shoe and racquet demonstrations features a mini tennis court, offering visitors the opportunity to test the latest YONEX innovations. Adjacent to this is a chill-out zone, designed for relaxation and viewing, where visitors can unwind and watch live broadcasts of the US Open tournament.