"Bringing all the group's entities together around a coherent, circular and lively stand was no easy challenge. Thanks to R2 Stand, we succeeded in creating a space that embodies our ambitions, our values and even our commitment alongside NASA. Their agility and CSR commitment made all the difference."
A stand designed to bring together all entities of the Michelin Group
For Solutrans, our objective was clear: to create a stand capable of bringing together all the entities of the Michelin group in a coherent, clear and welcoming space. With R2 Stand, we designed a circular stand built around a central agora.
This agora is truly the heart of the stand: we organise our client lunches, conferences and highlights there. All our teams gravitate around this nerve centre, creating a fluid and natural dynamic throughout the trade show.
A year of work, co-construction and agile management
Preparation for Solutrans takes almost a year. For us, it all starts with an extremely precise brief: this allows us to get straight to the point and avoid going off in all directions.
Then, the project is developed jointly. Throughout the year, we organise meetings, steering committees and weekly discussions, with even more intensive activity during the last six months. The objective is simple: to work together to design the best possible stand, in constant collaboration with R2 Stand.
Reproducing the lunar rover: a crazy challenge... brilliantly achieved
One of our most unusual requests was to create a corner dedicated to the lunar wheel. Michelin works alongside NASA, and we wanted to display a model of the rover equipped with this wheel.
When we announced this to R2 Stand, there was a mixture of laughter and concern… but they rose to the challenge brilliantly. The rover is now one of the stand’s main attractions — and the model will be reused at many Michelin events.
Need a striking stand, supported by a strong element, to assert your image internationally.
A collaboration guided by shared CSR values
At Michelin, CSR commitments are a decisive factor in choosing an exhibition design agency. It was essential for us to work with a partner whose values align with ours.
Most of the materials used on our stand are rented, including the plants. The aim is to reuse as many elements as possible and to avoid any production that will be destroyed after the trade show. This principle is fundamental to us, and R2 Stand fully shares this vision.
Agility and responsiveness, even in a changing environment
As a CAC40 group, we operate in a constantly changing environment: offers evolve, corners change, and directions are readjusted.
Over a year of preparation, there were numerous changes… sometimes even up until the week before the trade show opened. R2 Stand responded to all these developments with remarkable agility. Understanding the challenges, adapting quickly, providing relevant solutions: this is exactly what we expect from an exhibition design agency.
A result welcomed by all Michelin teams
For the past two days, everyone from the Michelin group working on the stand has been absolutely delighted. The feedback has been unanimous: the stand is even better than in previous years.
We are very pleased with the final result, which has lived up to our ambitions, and proud of our collaboration with the teams at R2 Stand.
Other custom-made booths created for Solutrans:
- A stand used and adapted for three different trade shows in 2025 for Oleo 100.Un stand utilisé et adapté sur 3 salons différents en 2025 pour Oleo 100
- 104m² of modular stand space tailored to Knorr-Bremse’s requirements at Solutrans
- Point S attracts attention and visitors with its monumental arch at Solutrans and Equipauto.
