Yonex: 600 Jumbo Posters and 100 Stencils for a SoHo Pop-Up

Phase 01

The job: get people to one door in SoHo

Yonex, the tennis brand, opened a pop-up in SoHo and needed a neighborhood full of shoppers, locals and tourists to find it. SoHo is loud. Every corner already has posters, windows and billboards fighting for a look.

So we did not stop at the walls. We put the brand on the walls and on the sidewalk, and both said the same thing: where the pop-up is.

Phase 02

100 stencils that point the way

We sprayed 100 sidewalk stencil hits around SoHo’s busiest intersections, subway exits and shopping streets. Each one is neon green on gray concrete: the Yonex logo, "POP-UP", "117 WOOSTER ST. SOHO NYC" and "@YONEX_USA".

Step out of the subway, look down, and you have the address. Two blocks later there is another one.

Phase 03

600 jumbos on the walls

We wheat-pasted 600 jumbo 48x72 posters across the neighborhood, in long runs on fences and walls. Every sheet carried the sneaker artwork and the early access line for the pop-up at 117 Wooster St., so a wall worked like a sign pointing to the door.

Phase 04

How it played on the street

Poster on a brick wall, stencil on the sidewalk two blocks later, then the pop-up itself. People stopped to photograph the walls and the stencils, so the run kept going online after they walked on.

Phase 05

Another Yonex run: Percept Midnight

We pasted for Yonex in New York again for the Percept racquet line. The artwork reads "Midnight Has Arrived": a player and racquet in deep blue, repeated down the fence in long rows.