Italian brand uses UK expertise to showcase new key ranges for anniversary

3T chooses BM7 to show off brand new Mercurio Carbon wheel set

3T Italy has commissioned BM7 Displays to design a wheel display for the launch of the 3T Mercurio elite-level wheel set.

3T, celebrating its 50th year anniversary, unveiled the Mercurio on the eve of the Giro first stage in Torino, Italy. The wheel set is for use in road, tri, TT and cyclo-cross racing.

BM7 was briefed to design a POS unit to present a pair of deep-rimmed carbon road wheels fitted with tubular tyres. The firm had to present the wheels at optimum viewing height and rotate the tyres ‘magically’ to show off the graphics.

The firm came up with a floor mounted, pillar base display unit, colour coded in the 3T corporate style, with 4 LED spotlights to highlight key wheel-set features and motor to spin the tyres.

The display took six weeks of working closely with 3T to produce from scratch and the two firms are set to work together on future projects.

Italian pro legend Francesco Moser admiring the Mercurio wheel set on the BM7 display unit, at the May 2011 3T Dealer Conference in Torino (below)

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