BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Venues & Destinations
  2. United States
  3. New York

Queen of Diamonds

Under a 50-foot dome at the South Street Seaport, tennis star Maria Sharapova introduced the press and the public to her custom-designed Canon line.

Meryl Rothstein
August 21, 2008

Tennis star Maria Sharapova may be out of next week’s U.S. Open with an injury, but she was healthy enough to help launch Canon’s limited-edition line of cameras last night. Canon, Sharapova’s sponsor, debuted the diamond-studded collection she designed at a 50-foot silver dome in South Street Seaport, dubbed Canon Center Court.

Members of the press, contest winners from Z100, and Canon execs walked the red carpet into the dome, which was reminiscent of Disney’s Epcot Center. Inside, on an astroturf stage with white lines to mimic a tennis court, Sharapova introduced the Canon PowerShot Diamond Collection—five limited-edition cameras studded with 88 white diamonds each—and debuted her new Canon commercial, which will air next week.

After the reveal, Sharapova headed out to the red carpet, where she posed for photos and answered reporters’ questions—and attracted a steady stream of gawkers. Indoors, it was equal parts Canon and Sharapova. “We wanted to get across the idea of the joy of photography, but still tie it back to Maria,” said Michelle Fernandez, Canon’s senior manager for camera marketing. So they took advantage of the Obscura Digital-designed dome, projecting onto the curved roof images of nature, sports, and wildlife scenes as well as Sharapova.

Guests nibbled on passed hors d’oeuvres and drinks from Savor while checking out Canon’s five interactive stations manned by people in Canon logo-ed tennis whites who answered questions about the products. Each station was designed to show off the company's wares and its spokesperson, including one where consumers could test out the products, a section to play Wii Top Spin 3 against a digital Sharapova, and an area allowing guests to pose with Sharapova look-alikes. (Canon photo printers printed the images onto the back of a postcard that could be put in a press pass-style necklace decorated with tennis balls and a Canon logo.)

The hour-long event was in fact the press component of a much larger program targeting consumers with a place to play with the products—the dome was open to the public Wednesday during the day and will be open all day today. Placing the large structure at the seaport was a strategic move from Canon and Ion Marketing—the waterfront site attracts a high volume of foot traffic, and even during the building process, the silver dome drew attention from passersby. And to increase the buzz, two days prior to the event, street teams handed out branded wristbands and tickets to win prizes at the dome.

Canon Center Court
Canon Center Court
The gray dome, with its large Canon logo on the front, took nearly 12 hours to build.
The gray dome, with its large Canon logo on the front, took nearly 12 hours to build.
Photo: Stuart Ramson
Inside the dome, Obscura Digital projected images of the new camera and Sharapova.
Inside the dome, Obscura Digital projected images of the new camera and Sharapova.
Photo: Stuart Ramson
A table displayed several Canon PowerShot cameras along with their specs, in front of a blown-up ad featuring Sharapova.
A table displayed several Canon PowerShot cameras along with their specs, in front of a blown-up ad featuring Sharapova.
Photo: Stuart Ramson
Canon also provided a photo-op area where guests could pose with Sharapova look-alikes.
Canon also provided a photo-op area where guests could pose with Sharapova look-alikes.
Photo: Stuart Ramson
One area held computers where folks could enter a sweepstakes to win the limited-edition diamond-encrusted camera.
One area held computers where folks could enter a sweepstakes to win the limited-edition diamond-encrusted camera.
Photo: Stuart Ramson
Tennis ace Sharapova (and her doppelgangers) posed in front of the step-and-repeat at the South Street Seaport last night.
Tennis ace Sharapova (and her doppelgangers) posed in front of the step-and-repeat at the South Street Seaport last night.
Photo: Stuart Ramson
Latest in New York
Sales 202502 2339203 Media Campaign X Thumb 700x467 Fnl
Industry Insiders
Everything You Need to Wow, All in One
Unveiled at The William Vale
New York
19 New Venues in New York for Spring 2025 Meetings and Events
Le Bar Penelope
New York
10 New Venues in New York for Fall 2024 Meetings and Events
Convene at 101 Park Avenue
New York
14 New Venues in New York for Summer 2024 Meetings and Events
Related Stories
FringeCentral
New York
Fringe Benefits
A shot from Fashion Week in February
New York
Prepping for Fashion Week: What's Scheduled for September
Weatherproof's ice-skating fashion show
New York
Breaking the Ice
The Rock & Roll Hall of Fame Annex announcement
New York
This Week: Rock & Roll Museum Coming to New York, City Museum Reveals New Gallery
More in New York
Sponsored
Everything You Need to Wow, All in One
Meetings that hit big—made simple.
Sales 202502 2339203 Media Campaign X Thumb 700x467 Fnl
New York
19 New Venues in New York for Spring 2025 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in New York.
Unveiled at The William Vale
New York
10 New Venues in New York for Fall 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in New York.
Le Bar Penelope
New York
14 New Venues in New York for Summer 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in New York.
Convene at 101 Park Avenue
Sponsored
Picture-Perfect Venues for Your Midtown Manhattan Events
Newly renovated and expanded Convene venues can host events of all sizes.
A look at the newly refreshed Convene 117 West 46th Street
New York
12 New Venues in New York for Spring 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in New York.
The Ranch at Hudson Valley
Most Popular
Strategy
How Canva Used Creativity and Community to Reimagine the Typical Tech Conference
Experiential Marketing, Activations & Sponsorships
Step Inside the First-Ever, Brand-Packed Ulta Beauty World Event
Sports
2025 Kentucky Derby: How the 151-Year-Old Sporting Event and Its Partners Attracted Younger Fans
Experiential Marketing, Activations & Sponsorships
Cue the Confessional: How Hulu Transformed a Beverly Hills Mansion Into a Reality TV Paradise
Sports
See How Teams and Brands Scored with Fans at the 2025 NFL Draft
Event Tech & Tools
Event Tech Check: Cool New Solutions for Networking, Fan Engagement, Livestreaming, and More
New York
12 New Venues in New York for Fall 2023 Meetings and Events
Take an inside look at these trending restaurants, resorts, meeting and event spaces, and more recently opened in New York.
Maxwell
Sponsored
Venue of the Future: Only at Cipriani 25 Broadway
25 Broadway: Where every event is an unforgettable experience.
An example of the magic at Cipriani 25 Broadway
New York
11 New Venues in New York for Summer 2023 Meetings and Events
Take an inside look at these trending restaurants, resorts, meeting and event spaces, and more recently opened in New York.
Moxy Williamsburg
Sponsored
Top 5 Most Iconic Events at the Manhattan Center
The Manhattan Center’s versatility allows clients to transform the spaces into whatever they envision. Here are five of the most iconic events that have been hosted at the venue.
2022 Red Bull BC One Finals, produced by Listen Entertainment.
New York
17 New Venues in New York for Spring 2023 Meetings and Events
Take an inside look at these trending restaurants, resorts, meeting and event spaces, and more recently opened in New York.
The Highlight Room at Moxy Lower East Side
Sponsored
Book Your Next Event at UBS Arena at Belmont Park
Located in the heart of Metro NY, UBS Arena at Belmont Park is primed for exceptional events.
Nyi17518 Cs16610 Copy
Page 1 of 333
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.