Reynolds Composites manufactures carbon fiber bicycle wheels, tubing, and bike components. To stand out at the Interbike show, Mauk design made an exhibit that was as simple as possible. To save money, the client built the back wall frame out of leftover carbon fiber tubing. One person could lift this 38’ x 16’ wall.
Wheel sets were the only products being exhibited, bringing an element of motion as they all rotated on their displays. The result was a space that spoke to the soul of a bicyclist, bringing a certain amount of poetry to a macho product.
“A clear powerful statement of our product and its application that changed the perception of Reynold’s Cycling in the eyes of our competitors, our customers and even our employees forever. Mauk’s vision is genius.”
CEO, Reynold Composites
In the exhibit for Interbike, the product is placed in a metaphorical mountain valley, where bike fork shocks run over rocks (mounted on a conveyer belt) using real motion to attract the crowds. Elsewhere, transparent bikes were used so that the forks and seatposts would be simply but clearly emphasized. Each of the four corner pyramids holds conference spaces and storage for the booth.