Experiential marketing and interactive exhibits have grown in popularity immensely over the past few years. Before the 2014 U.S. Open tennis tournament, Nike left nothing on the table and created a full-size tennis court right on Canal Street in Manhattan to draw attention to its Nike Court collection of products. The five-day event was designed to be a surprise exhibit and was meant to create a truly impactful moment, driven by fans’ engagement. To help pull off such an ambitious event, Mountain Productions was called on to provide staging support for the promotional experience.
A 127’ x 73’ area was constructed with the help of a 13 truss tower system that stood 30’ in the air with netting hanging down to the ground level. A custom five-level bleacher system finished at 84’ x 24’ and completed the seating area for the temporary tennis court.
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