Connectivity has a huge impact on the automotive industry. Which is why Audi made this topic part of their philosophy, and their communication. To approach this at trade fairs is a special challenge. The objective was to build a digital, interactive booth, so that the visitor could really dive into the digitally connected Audi world.

The “Cloud” was launched at the Paris Auto Show 2016. Part of the challenge was to create a modular booth that could be reused at other exhibitions. For Paris, it consisted of ca. 7.000 LED panels, but it can be rebuilt to any size. Along with this, the “Audi Experience Pass”, is an interactive format for the visitors’ smartphone.

The agency created a triad made of interactivity, media architecture and modularity. Visitors bring the booth to life with their “Audi Experience Pass”. After a short registration chat, the pass is sent to the phone. Beacon signals accompany the visitor throughout the booth and call attention to interactive formats. The media architectonic frame is formed by a ceiling construction made of thousands of LED tiles. Data streams visualize the connectivity of the vehicles and focus on highlight-topics and models.

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