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AUDI AG, Motor Show Paris 2010
AUDI AG, Motor Show Paris 2010
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AUDI AG, Motor Show Paris 2010
Dynamic, progressive, accelerating. At the Paris Motor
Show 2010, the terminal architecture by Audi has taken a huge evolutionary step
forward. The endless flowing space dissolves the partition between the classic
disciplines floor/wall/ceiling or architecture/communication/marketing. In its
diversity, it accommodates a growing product variety and the growing importance
of issue communication. Visitors experience the extensive, 2,540 square-meter
brand space as a narrator: Geometric elements with alternating straight and
curved lines are followed by curved lines and free forms with doubly-curved
surfaces. The “art of progress” brand value is translated into dynamics in
space. A softly rising curve leads visitors like on a boulevard through changing
perspectives and topics, from its highest point granting a view over the whole
fair booth. Three highlight stages emerge from the interior architecture and
swirl around the highlights of the show. Space and vehicles form one entity and
set the stage for the Audi e-tron Spyder that has just now been revealed, a
study of an open sports car with plug-in hybrid drive. With the sporty Audi
Quattro concept, Audi continues to set standards as a pioneer in lightweight
engineering, an issue that also finds its spatial expression in the stand
architecture. New technologies, materials and surfaces as well as the
integration of aluminum as the ‘brand material’ provide the Audi appearance with
a poignant brand identity of great long-distance effect and translate the technological
edge into a spatial brand experience of hitherto unreached diversity.
Foto: Andreas Keller
Show 2010, the terminal architecture by Audi has taken a huge evolutionary step
forward. The endless flowing space dissolves the partition between the classic
disciplines floor/wall/ceiling or architecture/communication/marketing. In its
diversity, it accommodates a growing product variety and the growing importance
of issue communication. Visitors experience the extensive, 2,540 square-meter
brand space as a narrator: Geometric elements with alternating straight and
curved lines are followed by curved lines and free forms with doubly-curved
surfaces. The “art of progress” brand value is translated into dynamics in
space. A softly rising curve leads visitors like on a boulevard through changing
perspectives and topics, from its highest point granting a view over the whole
fair booth. Three highlight stages emerge from the interior architecture and
swirl around the highlights of the show. Space and vehicles form one entity and
set the stage for the Audi e-tron Spyder that has just now been revealed, a
study of an open sports car with plug-in hybrid drive. With the sporty Audi
Quattro concept, Audi continues to set standards as a pioneer in lightweight
engineering, an issue that also finds its spatial expression in the stand
architecture. New technologies, materials and surfaces as well as the
integration of aluminum as the ‘brand material’ provide the Audi appearance with
a poignant brand identity of great long-distance effect and translate the technological
edge into a spatial brand experience of hitherto unreached diversity.
Foto: Andreas Keller
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