Audi Brand Pavillion

Wolfsburg (in planning, completion 2022)

Required

In line with our brand repositioning, the Audi Brand Pavilion needed a redesign: Here, our brand essence, content and narrative should be experienced intuitively.


Focus

Every detail counts: In the Audi Brand Pavilion, Wolfsburg, visitors can experience the Brand Agenda Topics, the attitude and the products associated with the brand. Narrative spaces put focus on the protagonists and their stories.
The visitor gets a glimpse into the brand’s latest innovations. Our progressive attitude can be felt everywhere.

  • Intuitive visitor guidance along a curated pathway.
  • Atmospherically designed and immersive staged spaces.
  • Presentation of all four thematic areas and installation of the ‘Blog of Progress’.
 

Space

  • Generous brand space with a clear design language.
  • Curated perspectives allow for the best possible view of the vehicles.
  • The Brand Agenda Topics are incorporated into the brand space via content, lighting, rounded floor surfaces and furniture.
 

Atmosphere

The brand space has a bright and inviting atmosphere. The staging of our Brand Agenda Topics creates an exciting contrast (example ‘sustainability’).

 

Communication

  • Communication media are brought into the space via suspended LEDs.
  • They enable content to be transmitted spatially.
  • Exhibits are sculpturally integrated into the space, designed with physicality in mind and can be experienced interactively through simple intuitive features.

Shanghai Motor Show

Shanghai, 2021

Required

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.


Focus

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.

Images

  • 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.
 

Space

  • Clear design language
  • Generous staging of products and exhibits
  • Guided and staged perspectives
  • Generous and clear structuring of the space
  • Deliberately placed design elements
 

Atmosphere

  • Clearly defined themed areas
  • Materials and colours are used in accordance with those pre-defined for the Brand Agenda Topics
  • Spacious and inviting lounge areas
  • Lighting used as an important element for setting the stage and generating different atmospheres
 

Communication

  • Use of dynamic and static, large-area communication elements aligned to the vehicle’s segmentation
  • Staging of the highlight vehicles
  • The display windows enable external communication and create the opportunity for social media activities

House Of Progress - Tokyo

Temporary brand space, Aoyama, Tokyo

Required

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”.


Focus

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.

Images

  1. Entrance
  2. Welcome counter
  3. ‘Performance’ Brand Agenda Topic with a red rear wall illuminated with red light.
  4. Handover − test drive
  5. Large format LEDs
  6. ‘Digitalisation’ Brand Agenda Topic
  7. Lounge
  8. ‘Design’ Brand Agenda Topic
 

Space

The existing building was redesigned, and the prevailing heterogeneous design language was reduced.
The entryway was revised to reflect a calmer appearance.
Existing columns were integrated into the exhibition as staging elements.

 

Atmosphere

The space was divided into the four Brand Agenda Topics (Design, Digitalisation, Performance, Sustainability) – each topic was assigned a clear showcase with corresponding lighting, furniture and accessories.

 

Communication

Each area of the Brand Agenda Topics featured a clear, understandable message that was explored in depth and reinforced in the corresponding exhibits.
These exhibits were sculpturally designed and could be experienced spatially and haptically even when in digital form.

Celebration of Progress I

World premiere Audi e-tron GT, Ingolstadt

Required

A progressive and versatile stage setup was needed for a live broadcasting event with vehicle showcases, talks and show elements.


Focus

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.

 

Space

  • Progressive and versatile stage setup
  • Focus on camera movements and camera angles in 16:9 format
  • Clear design language
 

Atmosphere

  • Atmospheric staging with lighting and media displays
  • Talks and show acts in various atmospheric setups
 

Communication

  • Reduced, subdued colour scheme to perfectly showcase the vehicles and present them as highlights
  • Large-scale integration of films and live recordings.

 

 

 

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