Audi presented a cross media “Experience Walk” at the 2015 Frankfurt Motor Show. The path introduced the brand’s main topics in four multi-sensorial zones, from an ice room with a temperature of minus 21 degrees centigrade to the curve of a racetrack in a virtual window. The heart of the fair stand featured an installation of the car fleet, surrounded by a 360° multimedia display. In the media planes, real vehicles acted as protagonists embedded in a virtual world. The key visual was an oversized compass, which hinted at the four focus areas as well as at trend-setting impulses of the brand.