Penske Logistics Experience

In 2007, Barkley pitched Penske Logistics on interactive exhibits where customer center visitors could learn about the company’s services, see case studies, and try the technology behind its operations.

We wrote the visit like a script, seven stops from the front door to the closing conversation, each area emphasizing a different takeaway. We planned the main exhibit as a round room, with a pit-crew simulator tying into Penske’s racing heritage and demonstrations of new technologies around it.

We designed a three-player logistics simulation for the center of another room. Each visitor would manage one truck carrying widgets from Point A to Point B at a kiosk. They would choose how many widgets went in each box, how many boxes to load, and the route and speed. Partway through, a traffic jam would appear, forcing them to adjust their strategies on the fly. The player who delivered the most widgets with the fewest breaks would win.

In our proposal, we specced a 360-degree LED cylinder from DynaScan. A map of Penske’s GPS-tracked trucks would wrap around it, with three control kiosks around its base. Each kiosk would control one truck, and that player’s route and result would play out on the third of the cylinder in front of them.