The sign is on the wall of a building just off the main square which I assume was once on the edge of town. Until 1946 companies could manufacture and sponsor road signs, complete with corporate badging. This was not restricted to town signs, but also direction posts and distance markings on roadsides. After that date, the advertising was no longer allowed, but companies could still sponsor signs. This stopped in 1971, when Michelin ceased production.
The tin lean-to may not be quite as aesthtically pleasing or historically significant, but it holds a certain rustic charm...
Simon
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