Michelin Lights Up Hua Lamphong with Projection Mapping Show
Michelin is hosting a two‑night projection mapping show at Bangkok’s historic Hua Lamphong Railway Station on Oct 16‑17 as part of its ‘On the Road and Beyond!’ experience marketing campaign. The light‑and‑sound display showcases the company’s latest innovations — from air‑less lunar tires and wind‑assisted sails to acoustic and digital‑tire technologies — highlighting Michelin’s expansion beyond tires into broader transportation and sustainability solutions. The free public event runs each evening from 6:30 pm to 11:00 pm.
Michelin is advancing its experience marketing strategy through the Michelin Lights Up activity under the 'On the Road and Beyond!' campaign, or 'Michelin… on a road farther than before', with a light and color show using projection mapping on the building in front of Hua Lamphong Railway Station, from Oct 16‑17. It conveys the brand’s innovation story through a contemporary experience.
The event reflects a branding approach that goes beyond communicating product attributes to offering experiences that let consumers access the company’s story and capabilities concretely. By choosing Hua Lamphong Station, a historic and architectural landmark of Bangkok, as the venue to present modern technology through light, color and moving images.
Each show lasts more than two minutes and loops continuously throughout the event period. It presents the idea that Michelin’s role is not limited to tire manufacturing but also includes developing materials science and technology applicable across various industries such as travel, construction, aviation, clean energy and healthcare.
One key point of the campaign is to reflect Michelin’s business development direction that leverages materials‑science knowledge to create new products and solutions for changing market demands. Several important innovations are showcased in the show, starting with the Michelin Lunar Wheel – an air‑less tire designed to support NASA’s lunar exploration missions, demonstrating the company’s capability in materials and engineering for extreme environments.
Meanwhile, WISAMO (Wing Sail Mobility) is an innovation in wind‑powered sails that help propel vessels, aiming to cut carbon‑dioxide emissions from maritime transport and freight.
Additionally, Michelin Acoustic technology reduces cabin noise, enhancing travel comfort, together with sustainable tire innovations under the Performance Made to Last concept, which blends performance and safety with reduced environmental impact by maintaining tire performance from first use to replacement.
Another important technology is the Universal Tire Digital Twin, which uses a virtual tire model to convert vehicle‑system data into real‑time actionable insights, enabling useful advice for vehicles or drivers and supporting road‑safety improvements.
Presenting these innovations shows Michelin’s expansion from a tire business into solutions linked to technology, transportation and sustainability – areas crucial for long‑term industrial development.
This strategy is important for differentiating in a market where consumers consider not only price but also quality, safety, brand reliability and environmentally‑conscious product development. Creating experiences with consumers also helps long‑term brand recognition.
The event is part of communicating a brand image that ties the company’s strength to future‑forward innovation and technology. Michelin opens the projection mapping show to the public in front of Hua Lamphong Station on Oct 16‑17, from 18:30 to 23:00.
