Redefining Live™

Orchestrating the perfect (exhibit) space

How Yamaha wowed with the power of music at NAMM

Success story fast facts

Step inside Yamaha’s sensory-rich experience at the NAMM show.

Watch how this instrument design leader achieved its goal to reconnect with attendees through music while shifting audience perception as a more relatable and accessible brand. Read the full backstory below.

For Yamaha, the National Association of Music Merchants (NAMM) 2022 show offered a great opportunity to  connect face to face with audiences for the first time since 2020. The instrument-filled exhibit also created the perfect launch pad for the new state-of-the-art Yamaha CFX Concert Grand Piano.

With its “Making Waves” brand promise in mind, Yamaha partnered with Freeman experiential design “conductors,” who orchestrated an intentional space. The team designed a truly immersive experience where audiences  created meaningful and shareable connections through music.

The new Yamaha CFX piano served as the center of attention on an oversized, retro-styled record player surrounded by various sound “stages.” Attendees could hear, feel, and share their experiences with new products on social media. And the in-booth experience  was supported by a light show that brought the waves of music to life  —  a huge LED wall featured video and imagery moving in time with the melody.

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