Classic Michelin ads go on sale to mark centenary

Michelin has republished its classic tyre poster ads, which will be sold as part of centenary celebrations at Michelin House in London.

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The posters will be on sale in the Conran Shop at Michelin House for a limited period. The featured creative includes the "Semelle" advertising poster created for Michelin by Marius Rossillon, known as O'Galop, in 1905.

Some of the ads picture the well-known Michelin man character smoking a cigar, while others depict him riding a bike.

One of the ads for the Semelle tyre, which was studded unlike standard designs, has been recreated as a stained glass window in the building's Bibendum restaurant.

A poster competition organised through the Royal College of Art and judged by Sir Terence Conran, who along with publisher Paul Hamlyn bought the Michelin House building in 1985, has also been launched as part of the 100-year celebration events.

The Michelin building was opened in 1911 as the French company’s UK headquarters. Its Art Deco design and history of hosting influential figures, such as the French Ambassador, has made it a landmark.