HRE Performance Wheels

HRE Performance Wheels, a manufacturer of high-performance wheels for racing and exotic cars, commissioned Gensler to create a retail environment that would represent its product offerings in a luxurious and unique context. Working closely with the client, Gensler designed a strong retail brand experience that could easily be employed in a range of situations. A truly innovative design solution, the resulting modular display system can be used as a single stand-alone application or expanded to create an entire store. In its first application at a trade show in Las Vegas, the installation attracted the attention of resellers eager to interact with HRE’s displays and products.