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Tesla Motors, Westfield Century City, Los Angeles

BY Staff Writer
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The Model S is the world’s first premium sedan built from the ground up as an electric vehicle and has been engineered to elevate the public’s expectations of what a premium sedan can be. Model S has received many of the industry’s most prestigious awards and accolades during its first year on the market.

Tesla, a leading designer and manufacturer of electric vehicles, is showing off its signature product in its new showroom in Westfield Century City shopping center. The facade makes a strong visual statement, with the company’s signature red, grey, and white colors complemented by a chrome exterior, glass doors, and a large, striking Tesla logo spread across the top.

The design team used every square foot of the 900-sq.-ft. space to its advantage, opening up the entire storefront to drive a display car inside. To optimize floor space, fabric wall panels were used instead of floor fixtures for merchandise.

For a hands-on experience, the space includes a design studio where prospective buyers can view colors, customize and build their own car, and purchase retail items with the Tesla name.

Design: MBH Architects, Alameda, Calif.


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Avery Dennison does deal with RFID patent troll

BY CSA STAFF

In a move designed to accelerate adoption of RFID at the item level, Avery Dennison has signed a licensing agreement with Round Rock Research.

Round Rock describes itself as a technology research and patent licensing firm while others have used the less glamorous phrase patent troll to characterize a company that doesn’t manufacture, sell or market products or services. Either way, the $1.5 billion Avery Dennison Retail Branding and Information Solution subsidiary of Avery Dennison said it entered into a licensing agreement with Round Rock for radio frequency tags and readers that will facilitate further adoption of item-level RFID by U.S.-based apparel retailers and brands.

“RFID adoption in the apparel industry is accelerating around the world due to the strong investment case and fundamental advantage it affords retailers to better manage inventory and serve customers,” said Shawn Neville, president of Avery Dennison RBIS. “This license agreement, along with our significant investments in RFID innovation, manufacturing capabilities and market development, positions us to lead the accelerating adoption of RFID in the U.S. and around the world.”

The move by Avery Dennison RBIS follows resolution of a lawsuit last month between Round Rock and Motorola Solutions and Smartrac. Round Rock had sued the firms and several of Motorola’s major customers for use products Round Rock said infringed on its patents.

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Coca-Cola three-peats at NASCAR Marketing Achievement Awards

BY CSA STAFF

The Coca-Cola Company received the 2013 NASCAR Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards Luncheon held in the Encore Ballroom at Wynn Las Vegas. An official partner since 1998, Coca-Cola has become the first three-time recipient of the award.

The award recognized Coca-Cola for utilizing an immersive integrated marketing approach, which has engaged fans, customers and employees across virtually every facet of the NASCAR ecosystem, including intellectual property, promotions, public relations, B2B, online, broadcast, at track, event marketing, social media and retail.

“Throughout the course of our 15-year relationship Coca-Cola has become one of the most recognized brands in our sport,” said Jim O’Connell, NASCAR chief sales officer. “Once again Coca-Cola raised the bar by creating innovative activation and an integrated marketing approach to engage with millions of NASCAR fans, embodying the spirit of the award.”

This year, Coca-Cola introduced a series of brand spots titled, “Coca-Cola Racing Family Road Trip,” featuring NASCAR stars Tony Stewart, Danica Patrick, Greg Biffle, Ryan Newman, Denny Hamlin and Joey Logano. The four-part series premiered during the Daytona 500 and its creative mirrored storylines that were playing out on the track throughout the season.

“The Coca-Cola partnership with NASCAR is rich in history and passionately multifaceted. We’re honored and humbled to receive this prestigious award from such a valuable partner,” said Sharon Byers, SVP, sports and entertainment marketing, Coca-Cola North America Group. “From our Coca-Cola Racing Family members to decades of supporting local, regional and national activation, together our properties talk to a broad scope of fans. In 2013, the NASCAR partnership extended across 19 tracks, 13 current and alumni drivers, two entitlement races, activation with 36 national retail partners in more than 250,000 retail locations, 2.8 million My Coke Rewards entries in NASCAR-themed sweepstakes and nearly 12,000 participants in our Coca-Cola Family Track Walks.”

Previous winners of the NASCAR Marketing Achievement Award include Anheuser-Busch, Mars, ESPN, FOX / TNT / NBC, Gillette, Kmart, Nationwide Insurance, Office Depot, Sprint, the Home Depot and Toyota.

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