Introduction
How can we transform #drivingsustainability into experiences?
With our innovative muli-layered booth concept, we helped Michelin present its latest products and services for sustainable mobility with, around and beyond tires to the international trade public at THE TIRE COLOGNE 2022
The Challenge
Illustrating Michelin´s vision
We already accompanied Michelin at the IAA Mobility 2021 with our exhibition campaign around the "All-Sustainable" approach, which is deeply rooted in Michelin´s values. At THE TIRE COLOGNE, the focus was on the careful use of resources as well as innovations in the field of electromobility. The designed concept puts the products in the foreground without neglecting the overall message.
What We Did
Reminiscent of an abstract city
The concept was reminiscent of an abstract city with streets and squares that invite visitors to stroll through the arrangement of the steles and the use of LEDs on the ceiling. The raw materials of Michelin´s circular economy, which were filled into 5 m high steles, are the core element of the design. Our sustainable approach provided steles made of system profiles and real glass panels that can be used multiple times so that the material could be returned to the cycle of tire production.
How We Delivered
Discover the highlights
Our booth aroused the curiosity of visitors and encouraged to engage in conversations with our client. The animated LED strips on the ceiling provided additional attention and attracted visitors to discover the prominently placed product highlights.
Sales conversations were supported by the communication panels set up next to each stele, which served as a guidance system for the individual product areas. The combination of raw materials, graphics and digital elements provided detailed explanations of the products. The concept was rounded off by the integrated 43" touchscreens, which served to promote sales conversations with smaller costumer groups.
