The Challenge
There are products which are an absolute part of people’s daily lives. That is why they are often considered so par-for-the-course that their actual meaning is almost forgotten. For Michelin, we rose to the challenge of restoring the greater meaning of an item that does such powerful service in our daily lives as the tire. We wished to create a clear signal: Michelin enables people on all continents to keep moving.

The Concept
Dynamic forward motion: movement is the focus of the trade fair booth. However, it is not merely the motion of tires, but the motion of the people who are transported by these tires. The theme “about moving people” informs the structure of the booth. Visitors can move through the space in circular forms. The tires themselves have a clear role: they transport the message. On the tires, information is ready to be transported, making the product’s life cycle the central focus. Thus, innovation and sustainability – essential parts of Michelin’s product world – are conveyed. As on the road, tires serve a larger purpose here: the unlimited mobility of people.