Client: Trek bicycle
Industry: Sporting Goods / Outdoor Recreation
Project: Corporate HQ Interactive brand experience
►Project
Overview
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Project Details
Location: Waterloo, WI
Completion Timeframe: 8 weeks
Services: Design Engineering, Manufacturing, Installation, Project Management
Materials: Plywood, veneer, metal, airline cable systems, SEG graphics
Trek Bicycle, recently recognized in TIME’s Most Influential Companies list, wanted to transform its corporate headquarters in Waterloo, WI into an interactive brand experience for employees, partners, and visitors.
Axis Display Group has partnered with Trek for nearly a decade, helping bring its pillars of service, sustainability, innovation, and social responsibility to life across retail and community spaces. For this project, Trek envisioned a heritage-rich, hands-on environment celebrating nearly 50 years of milestones, products, and people.
►project
goals
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Honor Trek’s heritage and history through immersive storytelling
Recognize the contributions of employees, shop owners, and athletes
Inspire visitors through tactile, multi-sensory displays
Complete design, engineering, manufacturing, and installation within 8 weeks for the Trek 100 charity event
AXIS Role
Engineering 2D concepts into manufacturable, adaptable designs
Managing tight timelines from concept to installation
Coordinating with Trek’s internal teams and print partners
Manufacturing and installing custom display elements
Key Experience Zones:
►Atrium vignettes
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Purpose: Showcase Trek’s culture, 10 areas of focus, and brand pillars
Design: Seven 9’x9’ plywood, veneer, and metal lightbox units with integrated merchandising displays
Features: Backlit SEG graphics on airline cables, flexible merchandising zones, high-end finishes
►timeline
wall
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Purpose: Chronological storytelling of Trek’s evolution in people, places, and products
Design: A dramatic 12’x20’ angled wall with a 16’ extension, anchored by “matriarch” and “patriarch” kiosks honoring Trek’s founders’ parents
Features: Angled graphic boxes for depth, seamless integration with lobby architecture
►Great
Rides Display
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Purpose: Inspire cycling adventures by showcasing Midwest trails and rides
Design: 55 spinning cubes (11” each) with trail maps, photos, and key ride info
Features: Low-tech interactivity, floating wall illusion, easy graphic updates
►Recognition wall
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Purpose: Celebrate Trek’s community of employees, athletes, and shop owners
Design: A 10’10” x 26’ x 20’ wood structure with symbolic “weave” panels for interchangeable recognition plates
Features: Living wall system for ongoing updates, visual metaphor for collaboration and innovation
