THE ART OF PROGRESS by Mutabor Design Gmbh for Audi

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THE ART OF PROGRESS

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Industry Cars
Media Design & Branding
Market Germany
Agency Mutabor Design Gmbh
Released December 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: AUDI
Product/Service: AUDI
Agency: MUTABOR DESIGN
Date of First Appearance: Dec 2 2009 12:00AM
Entrant Company: MUTABOR DESIGN, Hamburg, GERMANY
Marketing Direction: Bernhard Neumann (Audi AG)
Executive Creative Direction: Johannes Plass (Mutabor Design GmbH)
Creative Direction: Frederike Putz (Mutabor Design GmbH)
Design: Holger Schardt (Mutabor Design GmbH)
Design: Tobias Huber (Mutabor Design GmbH)
Design: Hendrik Wiesenbach (Mutabor Design GmbH)
Graphics: Nils Zimmermann (Mutabor Design GmbH)
Graphics: Silvia Bubel (Mutabor Design GmbH)
Production: Susanne Weber (Mutabor Design GmbH)
Media placement: 1 Board - Worldwide - 03.12.2009

Describe the challenges and key objectives
The guests and visitors at Design Miami are interested in perfectly designed furniture and individual articles of the highest quality. With their presentation, Audi is trying to address the guests’ expectations. Yet with an automobile icon in a uniquely oversized lounge, their exhibition stand more than plays with visitors’ expectations.

Describe the brief from the client
Design Miami is a meeting place and forum for international collectors of art and design. Audi is presenting itself here not only as a sponsor of Design Miami, but also as a part of the design scene on show. Mutabor drafted the design concept for this exhibit and realised the idea on site.

Describe how you arrived at the final design
As elements of interior design, automobiles usually play a more decorative role in living areas. Exquisite car models might stand on a shelf or on the living room table. We used this idea to create the setting for our presentation, with the new Audi A8 featured here as a model on a coffee table.

Give some indication of how successful the outcome was in the market
In the context of the exhibition, Audi is perceived not as a sponsor but part of the design scene. The guests come to the Audi stand and discuss the design of the vehicle on show and other aspects of Design Miami with Audi employees. The photo of the Audi stage setting has become the image for Design Miami 2009.