Event Design

The Audi Ring – Brand Pavilion IAA 2011

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With the Audi Ring, the carmaker Audi presented itself at the Frankfurt Motor Show (IAA) in a separate, free-standing facility. At the heart of this 100 metres long, 70 metres wide, and 12 metres high trade show pavilion was an integrated driving track on two levels, where visitors were given the opportunity to experience selected vehicles in a live ride on a 400 metres long test track. Since the entire concept was geared towards involving visitors, they were allowed to drive the cars themselves. From the Grand Hall with the latest Audi vehicles and the Technology Park with interactive holographic exhibits to the final highlight, the presentation of the show cars and the multimedia brand show, the exhibition design conveyed dynamics, innovation and quality; characteristics that were also represented by the architecture of the entire facility with its flowing forms, curved lines and surprising transitions. The core brand message “Vorsprung durch Technik” was rendered into a fascinating and lasting sensual experience. Statement by the jury »The Audi brand pavilion convinced the jury, because it was more than just a spectacu-lar showcase. It is a combination of an exclusive design course and an authentic experience that involves the audience. Visitors have true experiences and get in touch with the brand. The overall concept of letting visitors experience the brand was thus successfully achieved.«

  • Client:
    AUDI AG, Ingolstadt
  • Design:
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