Audi: AUDI MEDIAWALL - GENEVA INTERNATIONAL MOTORSHOW 2010 by Mutabor Design for Audi

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Audi: AUDI MEDIAWALL - GENEVA INTERNATIONAL MOTORSHOW 2010

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Industry Cars
Media Design & Branding
Market Germany
Agency Mutabor Design
Creative Director Ben Kunze, Alexander Hanowski
Art Director Malte Schweers
Released June 2011

Awards

Cannes Lions 2011
Design Lions Exhibitions & Live Events Silver
Design Lions Offline Digital Design Silver

Credits & Description

Type of Entry: Environmental Design
Category: Exhibitions & Live Events
Advertiser/Client: AUDI
Product/Service: AUDI A1
Entrant Company: MUTABOR DESIGN Hamburg, GERMANY
Design/Advertising Agency: MUTABOR DESIGN Hamburg, GERMANY
Creative Director: Ben Kunze (Mutabor Design)
Art Director: Malte Schweers (Mutabor Design)
Creative Director: Alexander Hanowski (Mutabor Design)
Account Manager: Alexandra Steinert (Mutabor Design)
Animation/Special Effects: Mitra Navab-Pour (Mutabor Design)
Animation/Special Effects: Johannes Kollender (Mutabor Design)
Graphic Design: Sarah Gossner (Mutabor Design)
Graphic Design: Kai Riemland (Mutabor Design)
Graphic Design: Maxie Pantel (Mutabor Design)
Graphic Design: Patrick Molinari (Mutabor Design)
Graphic Design: Martin Oberhäuser (Mutabor Design)
Brief Explanation:
The centrepiece of the stand is a complex kinetic and media-based presentation: the AI MediaWall. Manoeuvrable LED segments and integrated closable vehicle boxes create constantly changing and surprising worlds and perspectives. The visitor becomes acquainted with the individual A1-related topics covered in the different sections.
Describe the brief from the client:
At the Geneva International Motorshow 2010, Audi will present and promote its latest model, the Audi A1, with the claim “The next big Audi”. The task was to present this compact car in a way that made it big and visible from afar.
Description of how you arrived at the final design:
The advantages of the Audi A1 are presented in five cinematic chapters. Each topic uses the layout of the media architecture in a different way. The structural form and the media performance merge into one. In this way, the constructed units become high-rise buildings, cubes, crystals and tracers. The A1 world is shaped by the supersign.
The red A1 becomes the road, the city and the landscape: ‘Supersize for the smallest Audi’.
Indication of how successful the outcome was in the market:
The fairstand became a great visibility throughout the fairground and the visitors lasted longer on the stand experiencing the different perspectives of the constantly changing mediawall pictures. A unique impression on the senses was created.