In this study, shaking‐table experiments were conducted with a novel seismic isolation system (Geotechnical Seismic Isolation, GSI) to validate its dynamic performance during earthquakes. This isolation technique uses shredded rubber–soil mixtures to reduce the structural response to earthquakes, and thus may not only provide economical structural safety for buildings in less‐developed regions, but could also consume a large amount of waste tires worldwide. The present experimental results show that the GSI system has potential to significantly mitigate seismic hazards. Copyright © 2013 John Wiley & Sons, Ltd.