Pirelli: An Italian Tire Experience in Cologne

Tire innovation with Italian flair For our client Pirelli, we created a true Italian tire experience at The Tire Cologne. To this end, we installed a four-meter-long LED tunnel with impressive scenery and matching sound on three sides, making it feel like a virtual joyride. Various paths with a cobblestone look let visitors experience the exhibit. Not all roads led to Rome, but they did lead to the exhibit's own piazza, which we designed after the Italian model, complete with a real olive tree: a place to come together and recharge. It was also the ideal spot to present the product highlight – the sustainable “P Zero E” summer tire, made from 55% recycled material. On site, the “Caffè Milano” also treated the many guests to delicious coffee specialties – Italian passion in the heart of Cologne!