Introduction
Creating a themed exhibition area for Michelin at the 6th CIIE
Michelin, at the 2023 China International Import Expo (CIIE), presented a showcase of new technologies, business initiatives, and unique experiences centered around "sustainable innovation," with a particular focus on sustainable diversified mobility solutions.
This year, in collaboration with Uniplan, Michelin crafted an expansive themed exhibition area spanning over 500 square meters.
The Challenge
Creating a Unique Michelin Circuit Park
The CIIE provided a significant platform for fostering communication and collaboration.
Michelin aimed to tell a compelling story of "We Pursue" to the Chinese market and consumers, embarking on a journey of pursuit and co-creation for a better life. Notably, Michelin's booth, one of the largest at the CIIE, aspired to be one of the most popular exhibition areas.
What We Did
Innovative Design for 5 Interactive Zones
As the lead agency, Uniplan, in collaboration with Michelin, designed the "Michelin Circuit Park," spanning over 500 square meters.
Within this park, five creatively designed interactive zones—Roller Coaster, Urban Fantasy, Inspiration Station, Creative Square, and Tomorrow Land—were introduced. Each zone featured an exclusive storyline to ensure interaction, accompanied by unique narratives and experiences.
How We Delivered
Immersive Brand Experience, Envisioning a Sustainable Future
In the "Roller Coaster" area, two race car models equipped with Michelin tires were displayed, replicating an extreme racetrack. On-site visual displays helped the audience understand the "Michelin 63% Sustainable Tire," showcasing sustainable materials and breakthrough technologies used in its production.
The Key Facts
Project: 2023 Michelin CIIE
Mission: Based on Michelin’s brand strategy and sustainable development goals, we created a unique exhibition for Michelin at the 6th CIIE to spread its brand philosophy and goals.
Solution: Created a themed exhibition area of over 500 square meters, designing five major exhibition areas with exclusive storylines and diverse interactions.
Results: Michelin became one of the most popular exhibition areas, hosting 13 events during the six-day exhibition period and engaging over 100 on-site staff.
The Numbers
6 days of exhibition
Five exhibition areas
500 square meters themed exhibition area
13 events
100+ on-site staff
What They Said
The success of the Michelin CIIE project owes much to the efforts of every member of the CIIE preparatory team. We extend our gratitude to the team, especially our valued Michelin client, for their strong support throughout the project. Aligned with Michelin's brand philosophy and sustainable development goals, the brand had a prominent presence at the 6th CIIE, setting a leading standard for the entire industry.
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