Michelin’s building this year is a recreation of their iconic home at London, 81 Fulham Road. Built in 1911, the imposing site was designed not by a famous architect of the day, but by Michelin's industrial tyre designers. The utilitarian aspect of the building extends to the floor itself, which slopes gently towards the front, so that tyres could be rolled from the floor towards the customer.
All the shapes, the bulges, the curlicues, on the outside of the building, are designed to look like Michelin Man. In fact, the whole history of the company resides in the building.
There are tiles along the walls, in both the original building and the Goodwood recreation, that provide a historic montage of the brand. They tell the story of the first Paris-Brest-Paris bicycle race, in 1891, to be contested by Michelin on pneumatic tyres. Even then, Michelin was busy using sport for marketing purposes – their revolutionary pneumatic tyre reduced cycle puncture repairs to minutes.