Michelin
North American International Auto Show,
Detroit
Client Challenge
With its exhibit running over two levels of the convention center, Michelin asked H.B. Stubbs Companies to create a cohesive exhibit experience so as to draw attendees to the lower (primary) level. In addition, the Michelin Challenge Design – a student design competition centered on Michelin product and international design trends – was to be incorporated into the exhibit.
Strategic Solution
H.B. Stubbs Companies design set a flow which engaged the upper-level audience then directed visitors to a branded escalator corridor leading to the lower level. Through a dramatic presentation of concept vehicles, scale models with strong Michelin brand images, and use of internationally recognized symbols, such as its “The Michelin Man,” the exhibit attained Best in Show impact.