Yamaha Marine redesigns its boat-show booth


Yamaha Marine said it is adopting a progressive booth concept to coincide with the company’s expanded boat show presence in the United States.

Former yacht designer Matthew Beck, now a designer at Exhibitus in Tucker, Ga., conceived the new booth concept. Yamaha said his knowledge of the physics of hydrodynamics and fluid dynamics was a tremendous asset.

“The world of boating is a world of curves,” Beck said in a statement. “The curved shape of the displays is another visual element connoting movement, and while the evoked cowling shape was not by design, we were clearly happy with the association for the boating public.”

“Yamaha’s outboard reliability has always spoken for itself,” Beck added. “We did not want the architecture to detract from their products, but rather provide a complementary vessel for Yamaha’s brand promise.”

The new booth encompasses individual exhibits of Yamaha’s outboard families, each with life-size color backdrops of boating environments. As customers approach the displays, they are immersed in the moment of boating enjoyment, with accents of brushed stainless steel on the display edges and trim.

The curved design at the top of the displays “moves” attendees up and forward visually and emotionally, as does the feeling of acceleration on the water.

“We’ve added several boat shows to our annual agenda, so the time was right to move forward with a fresh concept that more fully engages our customers and reflects our brand promise,” said Dale Barnes, marketing division manager of the Yamaha Marine Group.

“The Yamaha brand offers customers not only unparalleled benefits, but also reflects an enthusiast lifestyle consisting of serious boaters, so the new design was a tall order. We look forward to engaging our boat show customers with the booth’s new visual and emotional appeal.”


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