FyreLab, a forge of ideas

For years, Pindarica has been supporting the communication efforts of Sicam and Beissbarth GmbH (formerly Bosch Group), important companies that produce equipment for the Automotive Aftermarket sector and are known worldwide. The collaboration began with the creation of FYRELAB, a shared platform of innovative products for the two sister companies.

CLIENT

BOSCH

SERVICES

TOOLS

Adobe Photoshop, Adobe Illustrator, Adobe Indesign, Adobe After Effects

Watch the video

Fyre is a neologism born from the union of “Fire” and “Tyre,” because FYRELAB is a laboratory of ideas as powerful as fire and as simple as the wheel. The Y represents two rays that scan, embrace, and highlight a tire. The payoff, “Where ideas become results,” refers to the practical vocation of the laboratory: not theory for its own sake, but practical innovation applied to processes.

ESSEN, GERMANIA

3, 2, 1, FYRE

For the launch of FYRELAB, we organized a special event in Essen, Germany, which took place just before the start of Reifen, one of the most important fairs in the “Tyres” sector. The Oktogon, an octagonal structure within a former coal mine, served as the exclusive backdrop for the event, reserved for a selected audience of partners. During the presentation, a series of 3D videos produced by Pindarica were shown, depicting the creation of FYRELAB and highlighting the key features of the first project: a special tire changer that utilizes a joystick and laser alignment to position the tools quickly and precisely.