Innovative trade show exhibit nets Yokohama prestigious prize

Jan. 1, 2020
Yokohama?s eco-sensitive ?living wall? display at the 2009 Los Angeles Auto Show has been honored with a Bronze Award by Exhibitor magazine in its prestigious and highly coveted annual Design Awards, announced in the May issue.

Yokohama’s eco-sensitive “living wall” display at the 2009 Los Angeles Auto Show has been honored with a Bronze Award by Exhibitor magazine in its prestigious and highly coveted annual Design Awards, announced in the May issue.

The publication, touted as “the undisputed authority in all aspects of trade show and event marketing,” has awarded its Exhibit Design Awards since 1986 to honor the world’s best trade show exhibits.

Winners get coverage in the magazine, plus a trophy and recognition at the Exhibitor Show, which is a global conference and exhibition for trade show and corporate event marketing.

Incorporated in Yokohama’s display was a new technology, developed by NaturExhibits of Laguna Beach, Calif., entailing a 90-foot grassy-like “living wall” that is decorative while leaving behind virtually zero waste, according to Jim MacMaster, the tire maker’s executive vice president and COO.

“We have always sought ways to reduce waste, and the living wall provides us a perfect opportunity,” MacMaster says. “It is natural, biodegradable and adds an eye-catching, dynamic element to our booth. We’re glad Exhibitor magazine felt the same way.”

Or, as Lena Valenty wrote in the publication, “Nothing says sustainability like 9 million seeds sprouting from an 880-square-foot vertical plant bed.”

The story can be viewed here: www.exhibitoronline.com/exhibitormagazine/may10/design-awards-hedge-fun.asp.

Yokohama featured a similar living wall display at March’s Mid-America Trucking Show in Louisville, Ky. The Vertical Exhibit Garden technology allows exhibitors at trade and consumer shows to use living plant materials instead of printed products.

“We provide exhibitors like Yokohama the ability to replicate company logos in 3D using lush, oxygen-producing plants,” says Scott Hutcheon, NaturExhibits’ president. “It’s a perfect way to attract a crowd with something that looks spectacular, is living, recyclable and leaves almost no waste.”

The overall LA Auto Show display included Yokohama’s traditional red, black and white color scheme alongside the bright green of the living wall. Consisting of lettuce and red mustard, it was re-planted for an in-ground garden at the conclusion of the event.

For more information, visit www.yokohamatire.com and www.naturexhibits.com.

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