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Head of the Charles

The Head of the Charles Regatta is home to world-class rowing, of course – but it’s also features a really impressive retail hub on the banks of the Charles River. With over 50 vendors ranging from luxury cars to race gear, it was important for Hydrow, a rowing tech start-up, to stand out from the crowd. In a sea of tents, Hydrow’s Flexetail unit did just that. For the 2018 regatta, the Hydrow team took the opportunity to show that they could fit two of their streamlined rowing machines in our 142 square foot interior, allowing potential customers to envision how easily one could fit into their own homes.

In 2019, Hydrow set out to establish a village feel to their activation. Using two Flexetail units – a “righty” and a “lefty” – they aimed to create a cohesive, protected area where rowers and spectators could experience the machines first-hand, talk with rowing experts, and pick up Hydrow merch.

The Head of the Charles was a great opportunity to show that our Flexetail units are a huge improvement on the traditional tent. With high winds and brisk temperatures, our units provided a sheltered space where Hydrow team members could connect directly with customers in comfort.