Orchestrating the perfect (exhibit) space.

For Yamaha, the National Association of Music Merchants (NAMM) 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.

  • Brand Environment Services
  • Strategy & Measurement
  • Creative Strategy & Design
  • Digital Interactives
  • Content Design & Production
  • Fabrication & Logistics
Namm exterior
Yamaha namm stage
Yamaha namm entrance
Yamaha piano stage 2

Making Waves

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.

Yamaha piano performer
Yamaha keyboard interactive


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.

Yamaha namm percussion
Yamaha namm guitars
Yamaha booth crowd
Yamaha guitar interactive

Let's create meaningful experiences together.

Exceptional work is more than just the banner we wave–it's our promise.

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