BDA Brings Michelin Brand to Main Street USA Client

From the initial design of Michelin on Main, our goal has been to create a destination where locals and visitors alike can come and enjoy a unique retail environment in the heart of downtown Greenville. This recognition reinforces that we have created a space where consumers can interact in a new and different way with the Michelin brand.

Jeff Jacobs, Michelin's Director of Identity Merchandise

Situation

Michelin has achieved strong brand recognition across the globe, but wanted to create a more personal brand relationship with consumers. The tire maker's goal was to engage consumers by allowing them to interact with the brand. Michelin wanted to create its first retail store, serving employees, retirees, Michelin tire dealers and consumers.

Challenge

Along with designing a stunning retail space that brought the Michelin brand to life, BDA needed to strategize ways to pull people into the store.

Solution

BDA used our proven experience in retail store operations, product design and global merchandising to create value for the Michelin brand and provide an outlet for consumers to purchase merchandise. The end result was a 2,300-square-foot retail store in Greenville, South Carolina.

BDA worked with Michelin's architects and designers to utilize the square footage of the building to create meeting space available for rental and a venue to host "Your Carolina," a local television morning show. With only six months before the grand opening, BDA assembled a catalog of more than 250 branded products, ranging from chocolates to neckties to alarm clocks, for both the physical Michelin on Main store and the web store. Before the grand opening, BDA staff arrived on-site to build displays and merchandise the store. BDA continues to manages and staff the Michelin on Main store, ensuring brand integrity.

Result

Soon after its October 2007 opening, Michelin on Main began to generate considerable buzz. The Association of Retail Environments (ARE) recognized the store with two design awards, including one for Outstanding Merit. The success of the flagship store led to the opening of seven additional stores inside Michelin's manufacturing facilities throughout the United States.