At the
upcoming Frankfurt Motor Show, Audi will present itself in a separate building
situated on the Agora Square of the Frankfurt trade fair site. The building integrates
a driving lane which is partly visible from the outside. The Audi Ring, which
is 100 meters long, 70 meters wide, and 12 meters high, is the first free-standing,
temporary brand building of such size and complexity.
The Audi
Ring immerses visitors into the brand experience with novel intensity and immediacy.
Architecture, design, and dramaturgy ensure unique encounters. The exhibition
in the Grand Hall leads visitors through the newest vehicle presentation,
followed by a number of highlights and a technology park where interactive
exhibits and displays show how Audi asserts its claim to cutting-edge
technology ("Vorsprung durch Technik"). The proof is there for all to
see. On a 400-meter-long test track, visitors are given the opportunity to
experience current and future vehicles in a live ride-along: The driving course,
extending in a circular shape on two levels, lends its name to the Audi Ring.
By "actively" participating as co-drivers, visitors become part of
the dramaturgy. The sophisticated choreography of the test track defines the
overall spatial and brand experience. The multimedia show forms the emotional
climax and end of the tour.
Nine vehicles
can be on the move at the same time. The test track pervades the building like
a pulsating artery, forming the core of the architectural ensemble around which
the whole building is shaped. All entrances, openings, and façade contours are
geared towards this dynamic vehicle presentation. Movement, not only of the
vehicles, can be felt in every corner of the building. Thus the translation of
the brand values "dynamic, progressive, distinguished" – building on
the previous Audi brand appearances – is complete in its architectural
expression.
The concept
and architecture were designed by the brand architects Schmidhuber + Partner;
communication and media displays were contributed by KMS Team. The Frankfurt
Motor Show will be open between September 15 and 25; the Audi building will
remain in place until October 20 as part of a cooperation with the Frankfurt
Book Fair.
Facts and
Credits:
Audi Ring –
Audi Brand Presence at the Frankfurt Motor Show 2011
Contractor:
AUDI AG
Concept
and architecture: Schmidhuber
+ Partner
Communication and media displays: KMS Team
Dimensions: Length 100 m / width 70 m / height 12 m
Floor area:
approx. 3500 sq. m. / 2 levels