The Shimano pop-up is a transportable low-cost high-impact brand experience used at major cycling events. A shipping container converted by Profile Projects includes a display system, change room, coffee/kitchen area, bicycle workshop and wooden rooftop decking. Appeared first at 2014 UCI Mountain Bike World Championships and 2014 Ironman Asia-Pacific Championship Melbourne and continues to be used at major competition events.
The pop-up has given Shimano much greater presence in a highly competitive and growing market. It demonstrates to new and existing consumers Shimano’s strong support for cycling and cycling events. Most importantly, it allows for a greater number of consumers to experience product and new innovations firsthand.
June 1, 2015