Audi Design & Branding AUDI AREA1 BARCELONA 2010 by Mutabor Design, Schmidhuber + Partner

Adsarchive » Design & Branding » Audi » AUDI AREA1 BARCELONA 2010

AUDI AREA1 BARCELONA 2010

Pin to Collection
Add a note
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: ROADSHOW
Agency: SCHMIDHUBER+PARTNER
Agency: MUTABOR DESIGN
Date of First Appearance: Mar 11 2010
Entrant Company: SCHMIDHUBER+PARTNER, Munich, GERMANY
: Concept and Architecture (Schmidhuber + Partner)
: Communication (Mutabor Design)
Media placement: Roadshow - Barcelona - March 10 - March 27

Describe the brief from the client
The Audi A1 roadshow had to launch the Europe-wide marketing campaign of the new Audi A1, staging the message of Audi A1 as “young, urban, premium”. Business-to-Customer, Business-to-Public.

Describe the challenges and key objectives
Roadshow AreA1 as a mobile-modular brand experience for Audi A1. The conception: "To be where the customer is", in the major cities of Europe. AreA1 combines scalable buildings and cross-media information and entertainment.

Describe how you arrived at the final design
Visitors to AreA1 are led through a series of zones that follow a clear dramaturgy. Showroom-modules present the new A1 followed by exhibition-areas: "A1-Marketplace" with jukebox, digital greetings, WLAN, and dry ice. "A1-Lab" shows interactive configuration, connectivity, info. "A1-Workshop" attracts creative people. "A1-Playground" invites to efficiency-contest. "A1-Gallery" integrates local artists. "A1-Driving Experience" is a shotgun ride on the extreme course with instructors.

Give some indication of how successful the outcome was in the market
Client feedback: “The launch in Barcelona with up to 6000 guests each day was the talk of the town!“