L’Adventure Michelin Inaugurated in Clermont-Ferrand

Those interested in all things Michelin, be it past, present or future, can now visit a place dedicated to the French manufacturer, its history and its current and future developments. On January 23, Michelin Group managing partner Michel Rollier inaugurated L’Adventure Michelin, a 2,000 metre facility in the tyre major’s home town of Clermont-Ferrand. The centre will open to the public in spring 2009.

Located over two levels in an fully refurbished industrial workshop, L’Adventure Michelin offers visitors an insight into the company, organised into chronological and thematic segments. Starting with the accomplishments of the two founding brothers, exploring the industrial adventure through technical innovations and advertisements revolving around Bibendum, the Michelin Man, a visit to L’Adventure Michelin will highlight the current challenges facing the tyre industry and tomorrow’s research.

According to Michelin’s pre-opening press release, many original artefacts, including some never shown before, will punctuate any visit to the centre. And thus, the visitor will discover treasures such as the replica of the 46′ wing-spanned Bréguet XIV airplane, built by Michelin during World War One, looming over the Madagascar Micheline or the ASM swimming pool giant Michelin Man fountain.

Visitors will be surprised to discover the wealth of products besides tyres that the company has manufactured, says Michelin. In conclusion, the French manufacturer states that L’Adventure Michelin offers the opportunity to explore that started 120 years ago and which is far from over.