Audi Pavillon Wolfsburg - IAA Mobility 2023.

Transforming Audi’s brand pillars into immersive experiences of progress and innovation.

Information |

Audi AG | 2023
Lead: SCHMIDHUBER Brand Experience GmbH
Wolfsburg, Germany

Brand Identity, Multimedia, Immersive Light Installation, Creative Coding, Print Graphics

Introduction

How do you make the abstract concepts of sustainability, digitalization, performance, and design tangible to a diverse audience?

That was the challenge we embraced with Audi’s brand experiences at the Audi Pavilion in Wolfsburg and the IAA Mobility 2023 in Munich. Collaborating with SCHMIDHUBER, we aimed to translate Audi’s vision of progress into engaging, interactive installations that resonate with visitors.

Challenges

Designing experiences that effectively communicate complex brand values requires a balance between innovation and clarity.

The goal was to revitalize the existing space to reflect the brand’s evolution with new technologies and narratives, in line with the architectural integrity of the Audi Pavilion.

Meanwhile, IAA Mobility 2023 required creating a dynamic exhibition that could captivate a diverse audience, from automotive enthusiasts and industry professionals to curious passers-by, within a bustling trade fair environment.

In both cases, the installations needed to be modular, scalable, and adaptable to different contexts while maintaining a cohesive brand message.

Solution

In Wolfsburg, we contributed to the transformation of the existing Audi Pavilion into an “Audi House of Progress.” A newly created, 7-meter LED centerpiece dynamically showcased Audi’s four core values, Sustainability, Digitalization, Performance, and Design through engaging visuals and narratives.

A standout feature was the Aerodynamic Animation, an immersive installation that demonstrated the influence of design on performance and efficiency through visualized airflow. Built on a customized modular system with a comprehensive backend and CMS, the installation allowed for seamless content management and adaptability.

For the IAA Mobility 2023 exhibit “EXPERIENCE THE LEAP,” we collaborated with SCHMIDHUBER to bring Audi’s innovations to life. Visitors engaged with a digital touch interface, exploring the Aerodynamic Animation and learning about sustainable resource management through innovative design principles. The open architecture of the exhibit fostered a communicative atmosphere, inviting discourse and exploration.

Results

Audi Pavilion’s transformation successfully embodied the brand’s commitment to innovation, sustainability and human-centric design.

At the IAA Mobility 2023, the interactive exhibit captivated a broad audience with its intuitive design. The Aerodynamic Animation, in particular, received acclaim for its ability to make technical information accessible and engaging.

These projects demonstrated the power of immersive storytelling in conveying brand values, setting a new standard for experiential design in the automotive industry.