L’Aventure Michelin
Photos credit : © Michelin 2025 – Tous droits réservés – Architecte : KKAA
Alongside the agency Kengo Kuma & Associates, we won the project for the new Aventure Michelin in Clermont-Ferrand. Ambitious and iconic, it is located in the heart of the new Quartier des Pistes within the Michelin Innovation Park – Cataroux.
The project management team consists of Kengo Kuma & Associates (lead architects); dUCKS scéno (scenographers); AIA Ingénierie (BET TCE), (Laurence Chabot (museographer); Trafik (graphic designer); 8’18” (lighting design); Femme Fatale Studio and Mazedia (audiovisual production), Tribu (environmental engineering) and Meta (acoustics)
When the project for a new Aventure Michelin was launched, the choice of location was obvious. More than a century ago, at the foot of the test tracks, Michelin invented the future of mobility. Setting up the new Aventure Michelin in the Quartier des Pistes is a celebration of the DNA of innovation that has shaped Michelin and continues to write history.
Since its opening in 2009, L’Aventure Michelin has attracted an ever-growing and increasingly diverse audience: more than 1.4 million visitors since its opening and a steadily increasing number of visitors.
The enthusiasm generated by L’Aventure Michelin reveals new challenges: welcoming more visitors, enriching the experience, and promoting an exceptional heritage, less than 10% of which is currently on display. immersive, interactive, and sensory, in a space that is nearly 50% larger. With 6,000 m² dedicated to exploration and emotion, the exhibition will look back at social and societal advances—such as the creation of the Association Sportive Montferrandaise (ASM) in 1925—and the emergence of a culture of mobility, accompanied by one of the most famous icons of the industrial world: the Bibendum. The exhibition will highlight major technological breakthroughs, such as the invention of the radial tire, which transformed the industry and helped make Michelin a key global player. Finally, visitors will discover that tires are just one of the applications of the expertise developed by Michelin.
At the heart of the project is the science of composite materials, a discreet but essential pillar of exceptional know-how that paves the way for tomorrow’s innovations. A range of new experiences will be created: immersive tours, interactive displays, workshops, events, a redesigned store, and a restaurant area open to the city. The goal is to welcome 40% more visitors within five years of opening. For Clermont-Ferrand and the surrounding region, the new Aventure Michelin will be much more than a cultural site. It will be a driving force for attractiveness. With nearly 200,000 visitors expected each year, it will help make the Quartier des Pistes a major hub of life, innovation, and culture—a neighborhood where people come to learn, be inspired, eat, and gather.
