PARIS WORLD CHAMPIONSHIPS ‣ YONEX PLAYERS LOUNGE

Sometimes, the target audience can be as specific as the near 200 athletes a brand sponsors. A sponsorship relationship can seem transactional but it’s so much more for Yonex. This project was an investment in the relationship between the brand and its athletes.

Where athletes would typically pick up their Yonex-sponsored gear in a quick, transactional moment, the opportunity was to turn that moment into a meaningful brand experience. Twenty minutes spent together away from the pressures and realities of the tournament. Twenty minutes in Yonex’ world.

Transporting athletes above the clouds, we set out to show athletes a new perspective, Yonex’s Point of View. As a brand driven by innovation and imagination, Yonex isn’t scared to spend time in the clouds and it’s inviting athletes to join them up there.

The concept is inspired by one half of Yonex’ logo identity; the blue in its logo represents the sky, a symbol of limitless possibilities where ideas take flight. We wanted athletes to feel that same sense of wonder and inspiration when entering the lounge.

Our goal was to design a space that sparks a sense of stepping into another world. The space itself became an immersive sky, with a 360-degree wrap and reflective surfaces that created a floating feeling. Dominant at the center was a large circular mirror that gave athletes a playful spot to pause, becoming an irresistible photo opportunity. A Team Yonex postcard wall brought athletes together, providing them with a place to connect and leave their mark on the lounge.

Every interaction became a memorable experience, creating an environment that felt refined, playful, and unexpected, a space where imagination and innovation could be experienced firsthand.

Subtly rooted in Paris, the visual identity took cues from the city itself. A sharp, angular serif typeface gave the lounge a contemporary Parisian edge while pairing nicely with the bold Yonex logo. The contrast between the two created an elevated look that complemented the dreamy sky aesthetic of the space.

To build on the Yonex Point of View concept, we introduced a graphic element inspired by binoculars. This motif added curiosity, offering athletes a playful hint of what awaited them inside the lounge.

The World Championships were also the stage for Yonex’ latest footwear release, the new GRPHT THRTTL range. We leveraged the Lounge as an opportunity to give the athletes a sneak peek, quite literally.

Peering through small hidden binoculars, players discovered three dioramas that dramatised the three key technologies of the new range. Athletes could look, touch, and learn about the features firsthand in a playful and imaginative way.

The space naturally served as a perfect back-drop for athlete social content, both on Yonex and athlete accounts. We orchestrated a few social content moments and were on-site with a photo and video team to capture the magical moments that played out in the space.

From giant croissants and light-hearted “this-or-that” prompts to playful selfies, we aimed to show the true personalities of the athletes.