'Living' Yokohama trade show booth rooted in company's 'green' tires
Ah, it’s the wearin’ of the green right now – but Yokohama is taking a sustained approach to its environmentally focused tire engineering and manufacturing initiatives by presenting a “living wall” of natural plants to highlight its trade show booth displays.
The system promotes the company’s “green” approach to attendees in a decorative fashion that leaves behind zero waste as the display is recycled when the various events end, according to Jim MacMaster, Yokohama’s executive vice president and COO.
“It’s natural, biodegradable and lends an eye-catching, dynamic element to our booth,” he says. “I think the public will appreciate its uniqueness and the environmental benefit it delivers.”
The living wall concept was first applied to Yokohama’s exhibit at the Los Angeles Auto Show in December. The latest incarnation, consisting of lettuce and lolla rosa plants, will be on view at the March 25-27 Mid-America Trucking Show in Louisville, Ky.
“We have a slogan at Yokohama, ‘excellence by nature,’ and the living wall truly represents that ideal,” says MacMaster.
“It’s a perfect way to attract a crowd with something that looks spectacular, is living, recyclable and leaves almost no waste,” notes Scott Hutcheon, the president of NatureXhibits in Laguna Beach, Calif., which developed the Vertical Exhibit Garden technology.
“We provide exhibitors like Yokohama the ability to replicate company logos in 3D using lush, oxygen-producing plants,” Hutcheon points out.
For more information, visit www.yokohamatire.com and www.naturexhibits.com.
