Yokohama Living Wall Goes Trucking

Smart marketing pays out most of the time, especially when you really have something to work on. One of the industries that really needs marketing tricks to survive is the automotive one, as the public opinion’s interest for environmental protection is growing faster than the segment’s capacity to provide green technologies.

One example that illustrates this is provided by Yokohama Tire Corporation, which has created a “living wall” of natural plants showcased at various events in an effort to show its commitment to protecting the environment.

The company recently announced that the eco display will be present at the Mid-America Trucking Show that will take place in Louisville, Kentucky, March 25-27.

“We have a slogan at Yokohama, ‘excellence by nature,’ and the living wall truly represents that ideal,” said Jim MacMaster, Yokohama executive vice president and COO. “It’s natural, biodegradable and lends an eye-catching, dynamic element to our booth. I think the public will appreciate its uniqueness and the environmental benefit it delivers.”

The Yokohama Tire Display that will be featured at the Kentucky Exposition Center will have a decorative role and will leave very little waste. The green wall uses an innovative technology developed by NatureXhibits, called Vertical Exhibit Garden.

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

The Living Wall display, created out of lettuce winter density and lolla rosa, will be recycled after the show ends.