Michelin exhibition stand – Goodwood Festival of Speed

Michelin’s presence at Goodwood Festival of Speed went through an evolution this year, focusing on delivering a premium experience for guests through the use of space and natural light to create a new and powerful presence.

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L3 designed, built and managed the environment from concept to completion, creating a structure that demonstrated Michelin’s commitment to performance.

The three-story structure boasted a vaulted roofline throughout the main centre section of the stand, opening up the space and creating a powerful environment. The roofline design aligned with Michelin’s racing heritage and depicted a three-tier podium. Fully glazed with contra vision graphics meant that the space was flooded with natural light, while offering strong branding.

The space invited guests to explore every aspect of the Michelin brand, from its exotic car displays, new car reveals, retail store, engaging activities and its exclusive and premium VIP guest areas including a luxury roof top terrace.

The stand delivered against every aspect of the clients requirements, showcasing Michelin as the market leader, pushing barriers to engage with its customers.