Rubber Hits The Road

The brief was simple.

Convey the technological, sustainability and longevity of the Bridgestone Aiken tire plant in celebration of 25 years at this location in South Carolina. Renovate and modernize the existing reception and lobby areas with a dynamic design that will represent the overall corporate brand philosophy through the use of natural and produced materials.

The environment was expected to not only convey the philosophical elements of the brand messaging, but to also convey the investment in technology and sustainability made by Bridgestone and the promise of "Serving Society with Superior Quality". To exemplify this messaging we pulled elements of the manufacturing process to showcase symbolically the integrated wire and tread systems that are foundational to the making of the tire structure. Additionally the use of directional way finding and LED screens enhance the visitor experience through a playful educational format that reinforces the brand elements. Just like a tire that is produced there are few hard edges or straight lines. everything has a curve or a radius to it. This is truly where the rubber meets the road when engaging with the story and the promise made by Bridgestone - Solutions For Your Journey.