Yokohama Bringing Mowable Display to LA Show

Yokohama Tire will take its green focus to a new level at the Los Angeles Auto Show. Visitors to the exhibition, which gets under way on December 4, will be greeted by a 90-foot high grassy “living wall” at the Japanese manufacturer’s display site. According to Jim MacMaster, Yokohama Tire executive vice president and COO, the living wall is intended to be both decorative and a feature that leaves virtually zero waste.

“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 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. “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 show’s conclusion.