Michelin Booth at CIIE | Crafting an Immersive Aesthetic Space for Sustainable Mobility Brands with "Green Landscape" Narrative
As the full-case design and construction service provider for Michelin at the 8th China International Import Expo (CIIE), Limei Exhibition took "Mark the Rivers and Mountains, March Towards the Future" as the theme, integrating traditional Chinese aesthetics with futuristic technology to build an immersive exhibition hall that balances cultural expression, product display, and green concepts, becoming one of the most benchmark booths at this year’s CIIE.
The core challenge of this project was to organically integrate Michelin’s diverse business lines (tires, composite materials, aerospace, etc.), sustainable development concepts, and Chinese cultural symbols within a single space, while creating a highly recognizable brand visual identity. The Limei Exhibition team drew inspiration from the "A Thousand Li of Rivers and Mountains" painting, shaping the booth into a walkable ink wash scroll with flowing curves and gradient blue-green tones, allowing visitors to experience Michelin’s broad innovation territory from daily travel to extreme exploration as they move through the scenes.
In spatial planning, we connected the brand narrative with eight immersive scenarios: the "Boundless Sea" area at the entrance uses dynamic wave installations to restore the inflatable boat’s navigation scene, intuitively presenting the performance advantages of FCG composite coating fabrics; the "Wetland Water Path" showcases the wetland braking performance of the Haoyue series tires with interactive devices; the sustainable materials display area presents bio-based materials such as sea buckthorn and crabapple in glass ball installations, conveying the brand’s green philosophy; the pixel-style landscape background wall integrates Michelin’s products and brand image, becoming an interactive and communicative check-in spot. The entire booth uses blue-green as the main color palette, paired with mushroom-shaped art installations and flowing curved display walls, creating an atmosphere that combines oriental aesthetics with futuristic technology.
In terms of implementation, we deeply practiced the brand’s sustainable philosophy: the main structure of the booth is built with recyclable aluminum materials, paired with ResiCare bio-based adhesives, achieving a green closed loop of "design-use-recycling-regeneration"; customized wave installations and dynamic display walls not only restore the artistic conception of "green landscape" but also provide immersive scenarios for product display; the lighting system is customized according to different scenarios, highlighting the tire tread patterns and the texture of composite materials while creating a comfortable viewing atmosphere.
The successful launch of Michelin’s CIIE booth not only effectively communicated the brand’s product innovation and sustainable development concepts but also helped the brand break away from the stereotype of traditional tire brands through cultural narrative and scenario design, achieving brand image upgrade and breakthrough communication. Limei Exhibition always believes that excellent exhibition design is not just about displaying products, but about creating a narrative space for the brand that conveys concepts and resonates with the audience, allowing brand value to be naturally conveyed in the scene.
Post time: 26-14-2026
