Audi Design & Branding AUDI RING by Kms Team, Schmidhuber + Partner

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Industry Cars
Media Design & Branding
Market Germany
Agency Kms Team
Agency Schmidhuber + Partner
Released September 2011

Credits & Description

Category: Temporary Retail
Advertiser: AUDI
Agency: KMS TEAM
Media placement: Trade fair pavilion - Frankfurt/Main - 15.09.2011

Describe the brief from the client
To present Audi as the current, most successful brand with outstanding brand appearance, distance impact and 3D realisation of the brand values of ‘sportiness’, ‘sophistication’ and ‘progressiveness’ at the Frankfurt Motor Show 2011 with a separate, freestanding building at the central square of the Frankfurt Trade Fair. Focus was on the visitor an in establishing an emotional connection to the brand. Target groups were Business-to-Business, Business-to-Public and Business-to-Customer.

Describe the challenges and key objectives
The Agora, the central square of the Frankfurt Trade Fair, set the stage for the separate, freestanding Audi Ring at the Frankfurt Motor Show 2011. At the heart of the 100m long, 70m wide and 12m high trade show pavilion is an integrated driving track, where up to 9 vehicles are moving simultaneously on 2 levels, visible also from the outside via elongated openings in the façade. Everything is geared towards involving the visitor and nowhere else is this as evident as on the 400m long driving track of the Audi Ring, where selected vehicles can be experienced first-hand.

Describe how you arrived at the final design
Movement and progression are discernible from every point. The architecture is characterised by flowing forms, curved lines and surprising transitions, incorporating façade contours, entrances and passages into an overall concept.
The tour starts in the ‘Grand Hall’ with the latest Audi models. The adjoining technology park focuses on technologies with interactive holographic exhibits. In the multimedia brand show, real and virtual elements are perfectly choreographed to blend into one. The visitor takes over the top role of both actor and audience.
Architecture and communications render the brand message ‘Vorsprung durch Technik’ and the future-orientated positioning into a sensual experience.