For Michelin, R2 Stand & Event has designed a 108 m² booth that is a true feat of event architecture, embodying a high-tech and avant-garde aesthetic whilst maximising both its environmental and commercial impact.
Dynamic architecture: lines and light
The booth’s architecture plays on a bold visual balance: curved shapes that subtly evoke a tyre are combined with clean, straight lines to define the communication zones. The overall effect is enhanced by the strategic use of lighting: LED strips highlight the product display areas, creating a dynamic and futuristic effect.
Maximum and lasting visibility: visibility from a distance is ensured by the reuse of the imposing 7-metre-diameter sign mounted 6 metres high. A second circular sign, 1 metre in diameter, specifically highlights Michelin’s two-wheeler range.
Optimised traffic flow: designed to be clear and uncluttered, the booth benefits from excellent accessibility thanks to a wide opening onto the four walkways. The ease of movement allows visitors to navigate freely between the zones, eliminating any wasted space.
Ready to make a difference with a booth designed to reflect your brand?
Product staging and customer experience
Each area of the booth has been carefully designed to create a distinct atmosphere and showcase the product ranges.
Celebrating innovation: the ANAKEE ROAD tyre is showcased in a spectacular display: a backlit podium, combined with an iconic motorbike and set against a green backdrop highlighted by blue backlighting and gravel to simulate use.
High-tech podiums: the POWER 6 and POWER GP2 ranges are presented on circular white and wooden podiums, linked by floor markings and illuminated by blue LED strips, with the asphalt-effect PVC flooring suggesting the road.
Exclusive venues and community outreach
Intimate lounge: a 15 m² lounge area is partially screened off by a glass partition and a cotton canopy on the ceiling, creating a cosy, premium atmosphere.
Boutique and lifestyle: the redesign of the 2025 boutique display, marked out by blue floor markings, has helped to showcase the lifestyle range.
The context for the creation of This Custom-Made Booth
The trade show took place at Eurexpo.
R2 Stand & Event would like to thank Michelin for its continued support!
