L’Aventure Michelin

Clermont-Ferrand, France

Projectiles

Since its opening in 2009, attendance at the Michelin Adventure has continued to grow, reaching 130,000 visitors per year and receiving enthusiastic feedback. And tomorrow? A new experience located at the foot of the slopes, more focused on helping the public understand the brand, its environment, and the science of materials.

The current Adventure already featured a significant collection, but this pales in comparison to the approximately 100,000 objects preserved by Michelin's Heritage department, ranging from large vehicles to small Bibendum key rings, as well as thousands of posters, archival documents, books, maps, guides, and accessories and tires of all kinds and for all vehicles. A new venue was needed to house this impressive collection.

A competition was held, with three teams shortlisted. Studio Jouan joined the team of exhibition designers and architects Projectiles to provide the acoustic design for the project. The purpose of this new project is to provide Michelin, and by extension the city of Clermont Ferrand, with a fully renovated and efficient venue that will echo the company's dynamism and contribute to the city's culture.

Thus renovated, the new Aventure will be able to accommodate up to 175,000 visitors per year.

The winning team of the competition was Kengo Kuma and Associates.

Client : Michelin

Architects/Exhibition Designer : Projectiles

Acoustic Design : Studio Jouan