In January 2011, the AUDI AG participated in the world’s largest electronics trade fair, the CES in Las Vegas, USA, for the first time. Based on the initial thesis that communication about mobility lies only in the product itself, the trade fair stand needed to be the perfect setting for the Audi show cars. With the concept “Open for the future”, the stand visualises the idea that one cannot build a new future but that, by “remaining open to new ideas and creating new and more developed technologies”, a feeling for the future can be communicated. In an environment of a sensory overload by the media, the room provided peace and concentration. Like in an opening treasure box, the viewers gained an insight into the future.