Spatial Communication

“A Change in Perspective” | Audi Fair Stand IAA 2013

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The motto of this fair stand reads “A Change in Perspective” and literally turns the city upside down. From the outside, the stand-alone 3,400 square metre building looks like a clear, white cube with a 4-metre-high mirrored facade banner around its first floor that creates the illusion of a floating building. The interior reveals futuristic city scenes growing from the ceiling, created though a complex mix of projected images and 11.2 million LED pixels. They bring various urban scenes to life, reflecting different aspects and requirements of future urban mobility. They present the latest technologies, drive concepts and assistance systems, as well as the design philosophy of the car brand. Mirrored ceilings and walls extend the cityscapes into the endless and establish the thematic context for the car models on display. In addition, the theme-specific buildings present media displays and reveal innovative mobility solutions. The brand and experience worlds thus blend into an emotional unity.

Statement by the Jury

This fair stand fascinates with the consistency employed in turning the motto of a change in perspective into a visual concept. Visitors beholding the real-time simulation of the high-tech metropolis get the impression that it is hanging. This effect is highly captivating and more than just another showcase of technology, it embodies the thoroughly designed realisation of a theme.

Credits
  • Client:
    AUDI AG, Ingolstadt
  • Design:
    KMS BLACKSPACE, Munich, SCHMIDHUBER, Munich
  • Stand Construction:
    Messebau NUSSLI Group
  • Managing Partner:
    Michael Keller, KMS BLACKSPACE Michael Ostertag, SCHMIDHUBER August Keller, NUSSLI Group