How Yamaha wowed with the power of music at NAMM
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.