AUDI AG Trade Fair Stand Consumer Electronics Show 2013
The idea of the Audi stand at CES 2013 in Las Vegas was to stage the premium car manufacturer as visionary in lighting technology, conveyed in a spatial experience that was defined by light. Experiencing light also means knowing darkness, as exemplified by driving at night when cones of light slice through the blackness. This notion gave birth to the basic architectural concept of a cubistic black box, cut into a dynamic light-space by tapering cones of light. Audi, a symbolic light source, presented a beam- ing space. A total of 2,600 fluorescent lights were mounted behind special wall and ceiling membranes, uniformly diffusing and distributing light without a recognisable indication of its source, an effect that pulled in visitors from afar. Spaces of complete darkness served to exhibit the revolutionary lighting technology, contrasting the main space. This exciting interplay of light and darkness made the stand become a visual experience, meant as a stage to express Audi’s innovative strengths in a fascinating and engaging way.
Statement by the jury
»The work convinces with its simplicity of presenting the Audi models in a tunnel of black and white, light and darkness. Audi thus claims light, which always gives some kind of a positive attitude – light is about the future. It is daring to see a car manufacturing company at a consumer electronics fair, because such a fair is a different world.«