Greenroad Media, Inc. Partners With Saatchi & Saatchi LA and Toyota to Commemorate “Harmony Floralscape™”

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New and Innovative Media will be on display at the Pasadena Museum of California Art through Nov. 1, 2010

Greenroad Media Inc., Saatchi & Saatchi LA and Toyota Partnered on "Harmony Floralscape" at PMCA

“PMCA is honoring us by elevating our new and unique “Floralscape™”media to an art form” said Greenroad Media, Inc. Executive Vice President Marketing, Michel Laprise.

Greenroad Media, Inc. is pleased to announce that it has partnered with Saatchi & Saatchi LA and Toyota Motor Sales, U.S.A. to produce an indoor miniature replica of an innovative and new communication concept that uses flowers, plants and other natural materials to improve the environment and reduce economic impact on local economies. For more information about Greenroad Media Inc., please visit

On Saturday, July 17th Greenroad Media, Saatchi & Saatchi LA and Toyota celebrated “Harmony Floralscape™” at the launch of California Design Biennial: Action/Reaction exhibition, which runs July 19th through Nov. 1, 2010 at the Pasadena Museum of California Art (PMCA). The exhibition focuses on how California’s established and emerging designers are responding to current economical, political and environmental challenges.

Some 10,000 visitors are expected to view the exhibition. Greenroad Media Inc.’s Executive Vice President of Sales George Manyak and Executive Vice President of Marketing Michel Laprise attended the opening night exhibition to commemorate their achievement alongside Saatchi & Saatchi LA’s Nicole Scandaliato and the display’s installers Frank Coluccino, Juan Munos.

“PMCA is honoring us by elevating our new and unique "Floralscape" media to an art form” said Greenroad Media, Inc. Executive Vice President Marketing, Michel Laprise.

Greenroad Media, Inc., along with Toyota’s advertising agency Saatchi & Saatchi LA, designed and installed an organic 6 foot by 8 foot miniature replica from the 2010 Toyota Prius Hybrid initiative, the first-of-its-kind “Harmony Floralscape™,” using Living Pixels™ technology. The exhibit portrays the third generation Toyota Prius marketing campaign’s “Harmony Between Man, Nature and Machine” theme and feature an abstract image of the 2010 Toyota Prius Hybrid on a green road with flowers.

“The collaboration with Greenroad Media enabled us to bring the third generation Prius concept of harmony between man, nature and machine to life in a way that hundreds of thousands of motorists can appreciate on their daily commute,” said Tim Morrison, corporate manager of marketing communications for Toyota Motor Sales. “We are honored to be included in this year's California Design Biennial and look forward to sharing these innovative floral displays with the community.”

Greenroad Media, Inc. and Toyota launched the “Harmony Floralscape” campaign in August 2009. The design was created by Chris Peel of Saatchi & Saatchi LA and developed by Greenroad Media, Inc., using the company’s patent-pending Living Pixel™ technology, the design images were replicated using flowers of differing varieties and colors. The campaign featured nine oversized floral designs that appeared alongside California freeways in support of the launch of 2010 Toyota Prius hybrid vehicle. Seven of the Floralscapes™ are located in the Los Angeles area and two in the San Francisco area. Los Angeles-area Floralscape™ locations include:

  •     West side of the Pasadena (110) Freeway, just north of the 101 Freeway
  •     North side of the Century (105) Freeway, at Vermont Ave.
  •     North side of the Santa Monica (10) Freeway, east of Lincoln Blvd. exit
  •     East side of San Diego (405) Freeway at Orange Street
  •     North side of the Ventura (101) Freeway, west of Balboa Blvd.
  •     South side of the Santa Monica (10) Freeway, east of Overland Drive exit
  •     North side of the Pomona (60) Freeway at Lorena Street exit
  •     South side of the Redwood (101) Freeway at Novato Blvd. in Marin County
  •     North side of the Junipero Serra (280) Freeway at the Winchester Ave. exit in Santa Clara County.

“We are thrilled to partner again with Saatchi & Saatchi LA and Toyota Motor Sales, U.S.A. for this truly unique exhibition,” said Greenroad Media, Inc. Executive Vice President Sales George Manyak. “The“Harmony Floralscape” replica on display accurately portrays our vision of creating a cleaner, sustainable environment that will benefit state and local governments, local businesses and communities.”

For media inquiries, please contact Claudia Schou at (562) 983-8139.

Greenroad Media, Inc. is the only media company that brings together businesses and governments to beautify our highways and public spaces through innovative corporate sponsorships and public-private partnerships. With the approval of each state’s Department of Transportation (DOT), Greenroad Media, Inc. partners with major sponsors to install high visibility sites along Interstate highways for the purpose of installing Floralscape™ created using flowers, plants and other natural materials. Using patent-pending technology, called “The Living Pixel System™,” Greenroad Media, Inc. works with sponsors to custom design, install and maintain 2- and 3-dimensional floral mosaic art reflecting corporate partners’ ecological message or brand. The Living Pixel System™ technology renders an image into a pixilated graphic that will guide the installation of the Floralscape™ on a grid system using each flower to represent a Living Pixel™. Averaging about 30’ X 60’, Floralscape™ are grown, assembled, installed and maintained by local businesses, benefiting the regional economy. Greenroad Media, Inc. also supports state economies by assuming maintenance costs for specific roadside areas. The company revitalizes and makes permanent improvements to the areas surrounding the Floralscape™ by planting new shrubs and updating damaged irrigation systems. Greenroad Media, Inc. enables sponsoring corporations to make a commitment to a healthier planet by operating as a true eco-friendly partner that makes conscientious choices and always employs organic or reusable materials. For more information about Greenroad Media, Inc., please visit our website at

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota directly employs more than 34,000 people in the U.S. and sold more than 1.77 million vehicles in 2009.

For more information about Toyota, visit, , or

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Claudia Schou
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