Audi AreA1 Roadshow 2010

AreA1 is a mobile and modular brand experience design for the Audi A1. ‘To be where the customer is’ – in the major cities of Europe. AreA1 combines scalable buildings and cross-media in-formation and entertainment relating to Audi and the A1. The A1 Marketplace, complete with jukebox, digital greetings, WLAN and ice lollies, invites pedestrians to come in and chill out. The A1 Lab shows interactive configuration, connectivity and a diversity of information relating to the A1. The A1 Workshop area is the place for creative spirits. The A1 Playground entices onlookers to take part in the ‘efficiency battle’ with a host of digital gaming offerings. The A1 Gallery integrates local artists. The A1 Driving Experience: ride shotgun around the extreme circuit! The launch in Barcelona with up to 6000 guests/day was ‘talk of the town’.