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history well. It was billed as a hall of fame for die-cast vehicles, but in
reality was much more than that. It honored the real cars that the toys
emulate. It was really about honoring the source that Hot Wheels was
built from.” Morris adds, “The way that people adorned these vehicles
had a lot to do with our inspiration, even tattoo culture. And it’s a
multisensory thing—the feel of grease, the smell of gasoline all con-
tributed to the overall aesthetic.”
Morris channeled these elements into each piece, using metal and metal–
like elements whenever possible to establish the clear connection to the
chrome found in automotive detailing. He referenced leather automotive
interiors by creating a leather portfolio for the ballot packaging. Finally,
he relied heavily on the iconic fl ame imagery found in both classic and
Hot Wheels cars.
Although the brand is kid–targeted, it has a sizable number of adult
collectors, so the design had to refl ect a sophistication and seriousness
while maintaining a youthful energy. The permanent museum display and
every component of the star-studded orange-carpet event exemplifi ed
and amplifi ed the deep-seated ties between Americans and their cars.
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Case Study: Hot Wheels Hall of Fame
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Entertainment
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EVENT Animated Dreams
CLIENT Black Nights Film Festival
DESIGN Anne Pikkov
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EVENT 5
th
Annual Exhibition for
Strategy and Fantasy
CLIENT Strategy and Fantasy
Games Club of Thessaloniki
DESIGN Elixirion Design
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EVENT Nomad Foreign Film Series:
Revenge
CLIENT Nomad Lounge
DESIGN Archrival
3
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EVENT Nomad Foreign Film Series:
Bollox
CLIENT Nomad Lounge
DESIGN Archrival
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EVENT U.S. Comedy Arts Festival
CLIENT HBO
DESIGN Tornado Design
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EVENT A Masked Ball
CLIENT The Connecticut Grand
Opera & Orchestra
DESIGN Tom Fowler, Inc.
3
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EVENT TriBeCa Film Festival 2006
CLIENT New York Times
DESIGN Michael Doret/Alphabet Soup
4
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EVENT Mt. Hood Jazz Festival
CLIENT Mt. Hood Jazz Festival
DESIGN Dotzero Design
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EVENT Mill Valley Film Festival
CLIENT Mill Valley Film Festival
DESIGN MINE™
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EVENT Summer Splash
CLIENT Renaissance Communications
DESIGN 3
rd
Edge Communications
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