Audi Design & Branding DEALERMEETING BARCELONA 2010 by Mutabor Design, Schmidhuber + Partner

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Industry Cars, Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency Mutabor Design
Agency Schmidhuber + Partner
Released March 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: AUDI AG
Product/Service: AUDI A8
Date of First Appearance: Mar 11 2010
: Concept & Architecture (Schmidhuber + Partner)
: Conception of Show/Graphics (Mutabor Design)
: Evening event (HAGEN INVENT)
Media placement: Brand Event - Barcelona - March 10 - March 27

Describe the brief from the client
An emotional and subtle staging of the Audi A8 as an image icon in an ideal surrounding for dealers and importers.

Describe the challenges and key objectives
Brand event as brandscape. Incorporating the advertising tagline “The Art of Progress”, a two-day event connects six locations, and follows a sophisticated dramatic composition, with the term “brand space” receiving a new dimension. The space incorporates furniture, a building, and a completely branded mountain valley. This is achieved not only through logos and taglines, but also through the use of the genius loci. The specific features of the locations have been incorporated and neatly connected to the brand,

Describe how you arrived at the final design
Emotionalising at the Raventos winery: “The Art of Progress” as objets d’art. Delivering facts at the exhibition A8 lab, and proving facts on the Fast Track race course: “Vorsprung durch Technik”, the German motto adorns the valley in 5 meters high Hollywood-style lettering, stretching over a length of 100 meters, branding the whole valley while at the same time harmoniously fitting. A silver beam encased in white conveys the dynamics of the race course into an architectural language. Evening: The “Liquid Lounge” under a 45 meters high dome with floating “water drops”. Day two: The 3dimensional multimedia Product show.

Give some indication of how successful the outcome was in the market
Client feedback: "A benchmark Dealerdrive! Emotional, informative and perfect translation of the brand and product values . Not only through logos and taglines, but also through the use of the specific features of the locations, which have been incorporated and neatly connected to the brand, instead of simply placing the brand on top. The dealerdrive has created a real added value."