»Dynamic of Balance«
Audi had a powerful, progressive presence at the 2014Mondial de l’Automobile in Paris that consistently reflected its brand promise, »Vorsprung durch Technik«.
The space and communication concept Dynamic of Balancepresents two independent strengths in perfect balance with each other. TheUltra Structure, which is reduced to just the framework, provides the basis and symbolizes technological performance with its 28-meter projection. The counterpoint is the Body Structure–a finely polished geometric object measuring 34 meters in length, which floats above the visitors’ heads. Dynamic of Balancecreates an architectural balance and plays with the changes in dimensions. Inspired by the multimaterial space frame vehicle concept, the brand identity reflects a new step in the evolution of Audi’s lightweight construction expertise.
Client: AUDI AG, Ingolstadt
Concept andarchitecture: SCHMIDHUBER, Munich
Concept and communication: KMS BLACKSPACE, Munich
Photographer: Andreas Keller, Altdorf
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