Sometimes an event is all it takes to tell a good story! Especially when it's one of the biggest trade fairs in the world, welcoming almost a million visitors and more than 4,000 accredited journalists. At the China International Import Expo (CIIE), our teams hosted thousands of people on an immersive booth that told our story. A story of matter and motion, allowing visitors to immerse themselves at the heart of the experiences provided by Michelin's innovations. With a prototype of our moon wheel, a tire made from 71% recycled and renewable materials and an immersive cinema, they were able to fully embrace what makes Michelin unique. Kudos to all our teams involved in this beautiful project.
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