Nexen Tire developed Korea’s first V-shaped directional tires and now offers passenger tires in multiple categories all over the world. ‘NEXEN is committed to ongoing research and development of future tire technologies utilizing cutting-edge equipment to ensure safety, value and performance with an environmentally gentle approach.’

INDUSTRY TYPE: Automotive Specialty Parts

EVENT & SIZE & LOCATION:  2014 SEMA SHOW, 50’ x 50’, Las Vegas

The SEMA Show is the premier automotive specialty products trade event in the world. It draws the industry’s brightest minds and hottest products to one place, the Las Vegas Convention Center. In addition, the SEMA Show provides attendees with educational seminars, product demonstrations, special events, networking opportunities and more.’

The Challenge

Nexen Tire, a Korean company, has established a strong brand presence at International trade show is Europe and Asia.  Steelhead was asked to leverage this presence for Nexen Tire USA at the 2014 SEMA SHOW in Las Vegas, NV.

In addition to promoting a strong brand and messaging presence, Nexen’s new products were being introduced in the categories of SUV, winter, Passenger, and Performance tires.  High-level customer meetings and a customer lounge needed to be integrated into the 2,500 square foot space.

The Solution

Steelhead designed a two-story, rental hospitality complex, which provided ample space to private customer meetings on the upper lever while creating a warm client lounge below.  The double deck structure was then shrouded in 16’ tall lightweight aluminum panels, which were wrapped in white fabric creating an unmistakable brand presence.

A horizontal canopy delineated the product display areas above while graphic flooring treatments communicated the relevant tire category to the attendees.  Dynamic video messaging via a 9 panel seamless display drew additional attention into the space.

Project Feedback

The Nexen Tire rental trade show booth has been praised by many for its innovative design and brand presence.

Find more information about the project here and here.

Like this exhibit design? Browse our full exhibit portfolio here.


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