LA Preview: Yokohama's "living wall" uses plants as promotion

Here's one we didn't see coming. Yokohama – makers of lots and lots of tires, including those with orange oil in them – will have a booth at the LA Auto Show that uses a "living wall" 90 feet long made of plants instead of plastics. The wall, designed by NaturExhibits, will be made from lettuce and red mustard plants that have a date with a garden somewhere after the show. We'll take Yokohama's word for it that the promotional wall will produce "virtually zero waste," and just recognize that this is a good way to get people to stop at a tire booth during a car show.

[Source: Yokohama Tire]

PRESS RELEASE:

New High-Tech, Eco-Sensitive 'Living Wall' Display Augments Yokohama Tire Corporation's LA Auto Show Booth

FOR IMMEDIATE RELEASE

FULLERTON, CA (Nov. 30, 2009) – Yokohama Tire Corporation has been an environmentally-conscious company for decades, so it is no surprise the Fullerton, California-based tire maker's display in the West Hall lobby at the Los Angeles Auto Show (December 4-13) will be green – literally. Using a new technology developed by NaturExhibits, the booth will feature a 90-foot, grassy "living wall" that is both decorative and leaves virtually zero waste, according to Jim MacMaster, Yokohama executive vice president and COO.

"We are constantly looking for ways to reduce waste and the living wall provides us with the perfect opportunity," MacMaster said. "It is natural, biodegradable and lends an eye-catching, dynamic element to our booth. I think the public will appreciate the uniqueness it brings and the environmental benefit it delivers. We certainly do."

Developed by NaturExhibits in Laguna Beach, California, the Vertical Exhibit Garden technology allows exhibitors at trade or 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," said Scott Hutcheon, president of NaturExhibits (www.naturexhibits.com). "It's a perfect way to attract a crowd with something that looks spectacular, is living, recyclable and leaves almost no waste."

The Living Wall display, consisting of lettuce winter density and red mustard, will be re-planted for an in-ground garden at the conclusion of the show.

Celebrating its 40th anniversary in the United States, Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company's complete product line includes the dB Super E-spec™ - the world's first tire to use orange oil to reduce petroleum – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama's extensive product line, visit www.yokohamatire.com.

Yokohama is a strong supporter of the tire care and safety guidelines established by the Rubber Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the "Tire Safety" section at www.yokohamatire.com.