This design distilled the Reynolds image into a space as simple as possible. There was nothing in the exhibit except product and brand. The back wall showed a bicycle rider riding not on a bike, but on an array of Reynolds components flying in formation, key to drawing the distinction between a component manufacturer and a bike manufacturer.
Wheel sets were the only products displayed, carbon fiber on the yellow stand and aluminum wheels on the red stand. The wheels rotated, bringing the frantic activity of the peloton to a product that is all about motion. Inside the displays were motors, moving the wheels at various speeds, while still allowing the wheels to be easily picked up for customer inspection. The result was a display that spoke to the soul of a bicyclist and brought a certain amount of poetic motion to a macho product.
Mitchell Mauk (Principal in Charge)
Reynolds Composites, Ferrari Color