The development, ideation, and implementation of the design for the North American International Auto Show. Designed to showcase Michelin's products and collaboration with the Formula E series, as well as establish the brand as a market leader.
With show hall sightlines in mind, the overall approach was to create an immersive, interactive fan experience. Fluidity and motion provided aesthetic inspiration, while engagements and tire interactives drove foot traffic. More than just tires on display, the customer touchpoints included video, interactive kiosks, and take home photo opportunities.