Spotted #15

When France's Michelin tyre company outgrew its London offices in the early part of the twentieth century, Edouard and Andre Michelin decided that a purpose-built headquarters should be built to accommodate the growing firm. 

In a master stroke of PR and branding, the design conjured up by Michelin employee Francois Espinasse would stamp Michelin's presence on a prominent route into London in a way that no one could have foretold. 

A flurry of exuberant stylistic individualism, the Michelin building has become one of London's most loved buildings and one of the city's most elegant examples of how branding was brought to life in Edwardian Britain. 

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