Audi Pavillon Wolfsburg - IAA Mobility 2023.

Transforming Audi’s brand pillars into immersive experiences that embody 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.

Our mission: to create environments where Audi’s core values are not just displayed but experienced, fostering a deeper connection between the brand and its audience.

Challenges

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

At the Audi Pavilion, the goal was to revitalize the existing space to reflect the brand’s evolution. This involved integrating new technologies and narratives without disrupting the architectural integrity of the pavilion.

For the IAA Mobility 2023, the challenge was to create a dynamic exhibition that could captivate a diverse audience, from automotive enthusiasts to industry professionals, 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

At the Audi Pavilion in Wolfsburg, we contributed to the transformation of the space into the “Audi House of Progress.” Central to this redesign was a 7-meter LED centerpiece that dynamically showcased Audi’s four foundational pillars: Sustainability, Digitalization, Performance, and Design. Our team developed content for this display, ensuring each pillar was represented through engaging visuals and narratives.

A standout feature was the Aerodynamic Animation, an immersive installation that visualized airflow around Audi vehicles. This animation highlighted specific vehicle parts, demonstrating how design influences performance and efficiency. Built on a customized modular system with a comprehensive backend and CMS, the installation allowed for seamless content management and adaptability.

At the IAA Mobility 2023, under the theme “EXPERIENCE THE LEAP,” we collaborated with SCHMIDHUBER to create an interactive exhibit that brought 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

The Audi Pavilion’s transformation into the House of Progress successfully embodied the brand’s commitment to innovation and sustainability. Visitors experienced Audi’s core values through immersive installations that encouraged exploration and engagement.

At the IAA Mobility 2023, the interactive exhibit captivated a broad audience, effectively communicating complex concepts through 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.