China Outdoor Media

In celebrating this momentous event and to announce the breaking news, MICHELIN decided to hold a press conference and product presentation in a unique fashion—Inside COM’s 25m StratoSphere and placed on the Audi Motor Race Track in Beijing. The 3-day (by invite only) event was hosted  by MICHELIN’s Global CEO, China CEO and Marketing Director and R&D Director. The 1st day was attended by Beijing Journalists; 2nd day was for National & International Journalists; and the 3rd day was for Tire Distributors, Auto Manufacturers and Car Enthusiasts.  MICHELIN’s event was focused and held in the 25m Diameter StratoSphere (the largest of it’s kind). The Black Out Dome Technology was used to provide an entirely dark internal environment, which optimizes the 360 video projection during the day time. Using a 20m Cherry Picker, the Michelin Logo was placed on the surface of the StratoSphere’s exterior. The StratoSphere was surrounded by a row of tents, with on having a tunnel leading into the doors of the StratoSpehre. The StratoSphere’s internal area comprises of 500㎡ and can accommodate a capacity of 800-1000 people depending on it’s configuration. Michelin took advantage of the spacious venue by placing only 126 sofas in front of a 60 ㎡ stage, whilst leaving an abundant amount of perimeter space for journalists and guests to walk around and mingle. State-of-the-art Video Mapping Technology and 6 high-powered projectors were used to create a Full Dome Video Environment. A 5 minute laser show ended with the ENERGY XM2 Tire being hydraulically lifted onto the Stage. In addition, a Live Camera Capture Feed was used to project live video images of the guests speakers, onto the sphere during their speeches. Picture-in-Picture (PIP) projections of speaker’s presentation slides (Power Point) and promotional videos not only created a wonderful visual experience for the audiences, but also provided the speakers with a unique interactive tool.