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Audi AreA1 Roadshow Barcelona
Audi AreA1 Roadshow Barcelona
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Audi AreA1 Roadshow Barcelona
The
AreA1 Roadshow - combining a
distinctive mobile brand space and theatrical Driving Experience, to launch the
Europe-wide marketing campaign for the new Audi A1
To launch the marketing campaign of the new Audi A1,
the Barcelona waterfront was chosen to stage the AreA1, an intensive brand and
product experience that combines a distinctive Audi brand space with a
theatrical Driving Experience. The architecture projects a high value message,
presenting the new Audi A1 in intricate detail as it targets the young, urban
crowd.
Visitors to AreA1 are led through a series of zones
that follow a clear dramaturgy. First come several showroom modules that
present the new A1 in perfect light. Next come exhibition areas designed to display
product information, vehicle configuration and connectivity issues in a lively
and engaging manner. The last stop on the visit is a small, central marketplace
with a bar, seating, and WLAN. This meeting place is also the starting point of
the Driving Experience, where visitors can join Audi instructors on a test
drive of the new A1. The high-velocity journey incorporates full braking and
sharp curves, before looping back into a sling test with 180-degree turnaround
on a wet and smooth stainless steel plate, followed by a slow drive through the
quarter pipe. The driving course, which takes up an area of under 3,000 sq m,
will allow anyone to discover for themselves that this new small Audi is the
real deal.
The design language of the modules was inspired by
the A1’s single-frame radiator grill that forms a strong and recognizable
modular brand architecture. The different kit – from S (165 sq m) to XL (1,000
sq m) – are flexible in configuration and size, and produce a variety of
spatial compositions, as well as open and closed perspectives. The AreaA1
Roadshow also features a 10 meters wide x 8 meters tall Audi A1 landmark that
illuminates Barcelona’s entire coastline.
The concept of the German corporate statement
“Vorsprung durch Technik” is exemplified
by high-quality materials, surfaces and workmanship that give full expression
to the architecture. Instead of using conventional display equipment with
scaffolding, spotlights and loudspeakers, the AreA1 Road show consists of a
single, distinctive design space, best described as a “mobile brand space.”
The lighting rigs were designed exclusively for
AreA1, with programmable light and sound systems to ensure a spectacular show
at night. The customized display furniture has clear edges and no visible
joints or seams, and was specially developed for the occasion and is suitable
for outdoor use. The hard-foam material from which the desks and other
furnishings are molded, is coated with a special rubber material to form a
surface that delivers a unique and striking feel. The entire structure sits on
a slightly elevated 25 m x 34 m stage that is also constructed from
high-quality materials. The stage integrates all the elements to create its own
unique brand space in the middle of an urban environment – a true urban island
in Barcelona’s prime location.
AreA1 Roadshow - combining a
distinctive mobile brand space and theatrical Driving Experience, to launch the
Europe-wide marketing campaign for the new Audi A1
To launch the marketing campaign of the new Audi A1,
the Barcelona waterfront was chosen to stage the AreA1, an intensive brand and
product experience that combines a distinctive Audi brand space with a
theatrical Driving Experience. The architecture projects a high value message,
presenting the new Audi A1 in intricate detail as it targets the young, urban
crowd.
Visitors to AreA1 are led through a series of zones
that follow a clear dramaturgy. First come several showroom modules that
present the new A1 in perfect light. Next come exhibition areas designed to display
product information, vehicle configuration and connectivity issues in a lively
and engaging manner. The last stop on the visit is a small, central marketplace
with a bar, seating, and WLAN. This meeting place is also the starting point of
the Driving Experience, where visitors can join Audi instructors on a test
drive of the new A1. The high-velocity journey incorporates full braking and
sharp curves, before looping back into a sling test with 180-degree turnaround
on a wet and smooth stainless steel plate, followed by a slow drive through the
quarter pipe. The driving course, which takes up an area of under 3,000 sq m,
will allow anyone to discover for themselves that this new small Audi is the
real deal.
The design language of the modules was inspired by
the A1’s single-frame radiator grill that forms a strong and recognizable
modular brand architecture. The different kit – from S (165 sq m) to XL (1,000
sq m) – are flexible in configuration and size, and produce a variety of
spatial compositions, as well as open and closed perspectives. The AreaA1
Roadshow also features a 10 meters wide x 8 meters tall Audi A1 landmark that
illuminates Barcelona’s entire coastline.
The concept of the German corporate statement
“Vorsprung durch Technik” is exemplified
by high-quality materials, surfaces and workmanship that give full expression
to the architecture. Instead of using conventional display equipment with
scaffolding, spotlights and loudspeakers, the AreA1 Road show consists of a
single, distinctive design space, best described as a “mobile brand space.”
The lighting rigs were designed exclusively for
AreA1, with programmable light and sound systems to ensure a spectacular show
at night. The customized display furniture has clear edges and no visible
joints or seams, and was specially developed for the occasion and is suitable
for outdoor use. The hard-foam material from which the desks and other
furnishings are molded, is coated with a special rubber material to form a
surface that delivers a unique and striking feel. The entire structure sits on
a slightly elevated 25 m x 34 m stage that is also constructed from
high-quality materials. The stage integrates all the elements to create its own
unique brand space in the middle of an urban environment – a true urban island
in Barcelona’s prime location.
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