QUBE3 by KMS BLACKBOX for Audi

QUBE3

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Industry Cars
Media Print, Magazine & Newspaper, Design & Branding
Market Germany
Agency KMS BLACKBOX
Released June 2012

Awards

Cannes Lions 2012
Design Lions Exhibitions & Live Events Gold

Credits & Description

Type of entry: Environmental Design
Category: Exhibitions & Live Events
Advertiser: AUDI
Product/Service: AUDI Q3
Agency: KMS BLACKBOX Munich, GERMANY
Advertiser AUDI
Product AUDI Q3
Entrant KMS BLACKBOX Munich, GERMANY
Type of Entry: Environmental Design
Category: Exhibitions & Live Events
Title: QUBE3
Advertiser/Client: AUDI
Product/Service: AUDI Q3
Entrant Company: KMS BLACKBOX Munich, GERMANY
DM/Advertising Agency: KMS BLACKBOX Munich, GERMANY

Managing Partner: Michael Keller (KMS Blackbox)
Strategy: Armin Schlamp (KMS Blackbox)
Team Manager/Design: Marc Ziegler (KMS Blackbox)
Graphic/Motion Design: Moritz Pongratz (KMS Blackbox)
Text: Daniel Bittmann (KMS Blackbox)
Client Manager: Simone Grütter (KMS Blackbox)
Project Manager: Eva Rößler (KMS Blackbox)
Technical Manager: Cecil Rustemeyer (KMS Blackbox)
Production: Alexander Walz (KMS Blackbox)
Architecture: Michael Ostertag (Schmidhuber & Partner)

Brief Explanation
The themes of space, variety and design were to be presented in an attention-getting way.

Describe the brief from the client
It was necessary to develop an installation to highlight the diversity and numerous uses of the new Audi Q3 SUV (sport utility vehicle) for its launch in Barcelona.




Describe the creative solution to the brief/objective.



Variety:
The 14m high ‘Qube3’ reflected the streets, buildings and passers-by in its facades, allowing it to merge with its surroundings. It created new images and interconnected a variety of different perspectives to illustrate the versatility of the vehicle.
Space:
The mirrored interior showed the visitor's reflection as well as the Audi Q3, parked on a rotating platform in the middle of the room, an infinite number of times. The media displayed through the semi-transparent mirror walls created a unique spatial experience.
Design:
The overall aesthetic impression allowed visitors to experience the design in a comprehensive way.




Describe the results in as much detail as possible.



The presentation of the Audi Qube3 in Barcelona was so successful that subsequent exhibitions were organised in other European cities (Paris, Munich) in the following months.