Yokohama is featuring its “living wall,” a natural, biodegradable promotional display, at Sunday’s Pebble Beach Concours d’Elegance classic car celebration. It will be located by the golf course’s first tee.
The Vertical Exhibit Garden technology, created by NatureXhibits in Laguna Beach, Calif., allows exhibitors at trade and consumer shows to use living plants instead of printed materials. They consist of a wall of vegetation that is decorative and leaves virtually zero waste.
“We are always looking for ways to reduce waste and help the environment,” says Takao Oishi, Yokohama’s president and CEO, “and the living wall provides us a perfect opportunity. It is a fresh, natural and visually dynamic way to have a display, and the breathtaking Pebble Beach Concours is the ideal setting for it. It will really fit in with the pristine surroundings.”
The edifice will be 30 feet long and use 11,000 plants consisting of Dusty Miller and Sedum Dragon’s Blood. Yokohama will recreate its corporate logo using the plant varieties.
Surrounding the display will be Yokohama’s eco-friendly orange oil-infused tire – the dB Super E-spec – which is 80 percent petroleum free, according to Oishi. Included will be the ADVAN ENV-R2 racing tire, which also employs the company’s orange oil technology and cuts petroleum use by 20 percent.
The company has utilized different versions of the biodegradable display at other events, including the 2009 LA Auto Show, where its 120-foot living wall display won an award from Exhibitor magazine. Yokohama featured a similar living wall at March’s Mid-America Trucking Show in Kentucky.
“This will be the third time we’ve provided Yokohama with a display using lush, oxygen-producing plants,” reports Scott Hutcheon, NatureXhibits’ president. “With the award from Exhibitor magazine, I’d say the merits of the living wall have been positively reinforced. It’s a perfect way to attract a crowd with something that looks spectacular, is living, recyclable and leaves almost no waste.”
For more information, visit www.yokohamatire.com and www.naturexhibits.com.
