Treading Virtually for New Product Launch


BART and Ronin design virtual exhibition New Horizons to launch Vredestein car tyres

Dezeen promotion: Dutch design agencies BART and Ronin have created a digital exhibition for tyre company Vredestein to launch its winter tyre and bring the new visual identity “refined by design” to life.

Vredstein Design Museum by Bart

BART and Ronin designed online exhibition New Horizons for Vredestein to launch its new products. The duo were enlisted by the company after its presentations at Geneva International Motor Show and The Tire in Cologne were canceled this year due to the Covid-19 pandemic.

BART founder Bart Veen said it could also provide a model for events after the health crisis.

Vredstein Design Museum by Bart

“We felt the need to develop an online experience that could serve as a blueprint for any future product launches during this Covid-19 crisis,” he said. “We knew we wanted to translate the flow of a live event into an online experience.”

“The cross-pollination between the digital world and the real world will certainly play a role in our future events,” Veen added.

Vredstein Design Museum by Bart

The showcase comprises interactive 3D renders of new car tyres and graphic animations.

Apollo Vredestein’s president of European operations Benoit Rivallant and Dutch designer Daan Roosegaarde also feature in video messages, where they discuss how people and industries can deal with the pandemic, and how design thinking can help give some perspective.

Vredstein Design Museum by Bart

BART and Ronin took inspiration from the V&A Dundee, which was completed by Japanese architect Kengo Kuma in 2018, when designing the New Horizons’ fictitious museum galleries.

Upon entering the virtual space, visitors are met with a short animation of rolling Vredestein tyres and text that describes company history and its new visual identity “refined by design”.

Vredstein Design Museum by Bart

Developed by creative agency Jones Knowles Ritchie, the redesign features shades of red and blue and a bold and a modernised wordmark reminiscent of historic tyre advertisements.

“Inspired by the glory days of tyre advertising, we put a contemporary spin on Vredestein’s distinctive heritage, shredding category norms and building a uniquely ownable identity,” said JKR creative director Ivan Mato.

“We look forward for the brand to re-establish itself at the top of its game, honouring the past and championing the future.”

Vredstein Design Museum by Bart

A voiceover welcomes guests and guides them through the exhibition. It stops in the Vredestein Hall of Fame to view the latest products, including the Quatrac Pro for all-season weather and the Wintrac Pro, a tyre built for wintry conditions. Users can click on the tyre to rotate it and view it from all angles.

Vredstein Design Museum by Bart

Videos of the guest speakers are staged on digitally rendered screens presented on the walls and display boards within the gallery space.

The speakers, Benoit Rivallant, automotive journalist Amanda Stretton and designer Daan Roosegaarde are shown driving cars with Vredestein tyres, giving different perspectives on New Horizons.

Vredstein Design Museum by Bart

For the exhibition’s finale – the launch of the new winter tyre – the designers partnered with V&A Dundee to cast a colourful light show across the architect’s 3D visualisation of the building. A Vredestein Wintrac tyre rolls around the digital model to showcase its ability.

The visuals and sounds of the lifelike experience were created using Unreal Engine, a 3D visualisation software.

Vredstein Design Museum by Bart

New Horizons is free of charge and can be viewed online until 15 July 2020.

This article first appeared in

Seeking to build and grow your brand using the force of consumer insight, strategic foresight, creative disruption and technology prowess? Talk to us at +971 50 6254340 or mail: or visit

About Author

Comments are closed.