Is Retail Design the New Silent Salesperson?
October 15, 2025
Michelin Tyres
Client
Safari Industries Ltd
Location
Xperia Mall
City
Mumbai
Size
2670 Sqft
A Milestone 5 Years in the Making: Michelin India x Axiom
There are moments in business that remind us why persistence matters.
For us at Axiom, clinching our first project with Michelin India is one of those defining milestones.
This wasn’t just another project win. This was the result of five years of continuous effort, pitching, refining, and waiting patiently for the right opportunity. Today, we are proud to share that Axiom has been entrusted with Michelin’s pilot project was about delivering store furniture works and signage solutions.
It’s a small beginning, but one that carries a big story.
The Global Legacy of Michelin
When you say Michelin, most people think of tyres. But Michelin has always stood for more than just rubber meeting the road.
Founded in 1889 in France, Michelin pioneered many innovations in mobility — from removable pneumatic tyres to radial technology. Over the decades, Michelin has become a global leader, synonymous with performance, safety, and innovation.
What inspires me personally is that Michelin is not just about products — it’s about enhancing journeys. From the world-famous Michelin Guide that celebrates excellence, to their relentless pursuit of sustainability, Michelin’s DNA is about making every ride, every journey, every experience, safer and more memorable.
In India, Michelin has had a strong presence across categories — passenger cars, SUVs, two-wheelers, trucks, and even specialty tyres.
Their focus has always been on combining global quality standards with local needs.
To us at Axiom, getting to work with a brand of such stature was always a dream.
Our Journey: 5 Years of efforts
Axiom’s relationship with Michelin didn’t start with this win. It started with a dream and countless attempts. Axiom already a leading name for shopfitouts and retailer store with proven track record in High end luxury eyewear, Electricals, Pharma etc
For the last five years, we kept pitching. Every time Michelin released an opportunity, we put our heart into crafting a proposal. Some of them got noticed, some didn’t move forward, and some simply got lost in discussions.
But we never stopped.
We refined our ideas, we understood their brand language better, and most importantly we learned.
There were moments when it felt like the door wouldn’t open. But persistence has its own quiet power. This year, that persistence finally paid off with opportunity of store revamp of at DIWAN AUTO CARE in Aamchi Mumbai.
The Project: A Pilot That Speaks Volumes
Our first assignment is a pilot project, focusing on store furniture works + signage solutions for Michelin’s retail outlet.
The scope was clear but challenging: create a distinctive, brand-consistent environment that carries Michelin’s global identity while being relevant to Indian retail.
From the facade signage that immediately establishes presence on a bustling street, to the interior displays that elevate customer experience, every detail mattered.
The transformation speaks for itself. The moment you see the store now, it doesn’t just look like another tyre shop. It looks and feels like a Michelin destination.
Bringing the Brand Inside
Once customers step in, the store had to tell Michelin’s story without words. And that’s where our bespoke shopfitting solutions came in.
We designed and executed furniture and display units that merge functionality with branding:
- Accessories display wall with illuminated branding.
- Reception + counter designed in Michelin’s signature colors — blue, yellow, and white.
- Custom shelving with clean lines and illuminated backdrops.
The tyre and alloy display walls became the highlight. Instead of stacking products, we treated each tyre and alloy as a brand ambassador — showcased with edge-lit panels, bold headers, and precise labeling.
It was important that a customer walking in feels the premium identity of Michelin, while still experiencing the practicality of product exploration.
The Axiom Way: Bespoke Shopfitting
At Axiom, we’ve always believed that retail furniture is not just carpentry — it’s brand storytelling.
Every store we create is bespoke. We don’t replicate templates; we design solutions that align with the DNA of the brand.
For Michelin, that meant:
- Clean lines.
- Premium finish.
- Bold yet minimal communication.
- Durability, because retail in India has its own challenges.
This wasn’t just about making a store look good — it was about ensuring Michelin’s customers feel the difference the moment they walk in.
Why This Project Matters to Us
On the surface, this may look like a pilot — a signage job, a furniture assignment.
But to us, it is much more:
- It is validation of our years of persistence.
- It is trust from a global leader in tyres.
- It is a platform to show what Axiom can do at scale.
In every industry, there are clients you dream of working with. For us, Michelin was always one of them. Michelin being a high stake holder in tyres industry with a high end product range And today, we can proudly say — we made it happen.
Each corner of the store reflects our attention to detail.
From the illuminated headers “Car Tyres”, “Alloys”, “Accessories” to the way products are backlit, the design is meant to educate, inspire, and reassure customers about the quality they’re engaging with.
It’s not just a retail environment. It’s a brand theatre.
Lessons from the 5-Year Journey
Looking back, this project taught me a few timeless lessons:
- Persistence pays off. Some doors take years to open.
- Every pitch counts. Even when you don’t win, you learn something valuable.
- Relationships take time. Earning trust with a brand like Michelin is not overnight — it’s consistency that matters.
- Small beginnings are not small. A pilot project can be the foundation of long-term partnerships.
Gratitude & Looking Forward
This win wouldn’t have been possible without the trust placed in us by the Michelin India team.The relentless efforts of my team at Axiom, who translated vision into flawless execution.
This is just the beginning. With this pilot, we hope to demonstrate how Axiom can scale Michelin’s retail identity across India — creating stores that are not just points of sale, but brand experiences. If you’ve ever felt that opportunities are taking too long to come your way, let this be a reminder — stay persistent.
For us, this project is not just about tyres, signage, or furniture. It’s about dreams, patience, and the power of not giving up. As winning are in inches project like these would resonate within industry and would always a benchmarking for others.
Here’s to Michelin India, to Axiom, and to many more milestones ahead !
