For the second time, Bruce B. realized the 600-square-meter, two-story trade show stand at the REIFEN 2014 trade fair in Essen, the leading international event for the tire industry. To give the various brands within the Michelin Group room for presentation, a master brand stand was created as a brand-specific environment, making the company’s future technologies tangible and staging new products in a bold, heroic style.

Michelin’s commitment as the official tire supplier and development partner for the newly created, fully electric racing series FIA Formula E was at the heart of the trade show presence.