In line with our brand repositioning, the Audi Brand Pavilion was redesigned as the Audi House of Progress Autostadt: Brand core, content and narratives are experienced intuitively.
Every detail counts: In the Audi House of Progress Autostadt, visitors experience a communicative staging of the four Brand Agenda Topics in interaction with selected products of the brand. Narrative spaces put focus on the protagonists and their stories.
Here, the innovative power and progressive attitude of the brand can be experienced.
A modular motor show concept was needed for the Chinese market that would reflect the Audi brand’s attitude and values. As a formal structure, it can be used again. Similar to an art gallery, where exhibits and showcases rotate, the focus isn’t on architecture but on communication. This creates a progressive overall experience that can be enriched with current brand and campaign messages at any time.
Display windows are used to focus on the topics and broad range of themes associated with the Audi brand’s innovative spirit and sustainable vision. These are then embedded in a clear, sophisticated architectural setting. The display windows offer space for the staging of highlight models and technical innovations.
- Modular exhibition concept with clear and progressive framed architecture.
- The architecture is sophisticated, generates a spacious feeling and frames curated perspectives.
- The themed display windows invite visitors to interact and offer exciting photo opportunities for social media. The raised vehicles can also be seen from a distance across the exhibition hall.
- Graphics across the booth are used to zone the exhibition space and communicate both the product and the brand.
In an imposing and unique building in the design district of Aoyama, Tokyo, all facets of the Audi brand should be made tangible. A temporary brand space was planned, where visitors could experience “Living Progress”.
The striking existing building, amid architectural highlights, is adapted to the brand using design language, material, feel and content.
Visitors are guided through experiential areas that reflect the Brand Agenda Topics in design and content.
The House of Progress can be transformed as needed to accommodate workshops and temporary exhibitions.
A progressive and versatile stage setup was needed for a live broadcasting event with vehicle showcases, talks and show elements.
With its new electric vehicles, Audi is making a statement about the future of premium mobility. With this launch event – designed for digital channels – performance and forward-looking design are key elements to highlight. Here, communication centres around the new brand shaper –the Audi e-tron GT – as well as Audi's new progressive brand attitude.