L'aventure Michelin
Programming and museography
Since 2009, l'Aventure Michelin has established itself as an iconic site in Clermont-Ferrand, a cross between a museum and a showroom, where the general public can explore the history of the brand and its icon, the Michelin Man, through its collections and rich iconography. After 15 years and more than a million visitors, the site is looking to revamp its visitor experience in the years to come.
Driven by its human and environmental values, and fully committed to the ecological transition, Michelin wants to make l'Aventure Michelin an educational, scientific and fun place to visit. The new tour aims to obtain the ‘Tourism & Handicap’ and ‘Sustainable Entertainment’ labels, while offering immersive and interactive experiences accessible to all.
Michelin entrusted Kantara with the task of designing the new visitor programme and organising an architectural competition to redesign the site. Reciproque is working with Kantara on all the multimedia and digital aspects of the project: audiovisual engineering, interactive scenography and the design of dematerialised digital services, in order to offer an innovative and inclusive visitor experience.
