The Prologue pops up
Audi AG, Pop Up Boutique Milan, 2014
Where does the target group for an Audi luxury coupé spend its time every day? Along the Via Monte Napoleone in Milan – Europe’s most famous shopping mile. As part of the Salone di Mobile, MUTABOR’s Identity Architecture devision built an exclusive Audi Pop Up Boutique in the heart of Milan’s best location. Nestling between luxury brands such as Prada and Louis Vuitton, Audi presented its new design flagship, the Audi Prologue show car – expressing the new Audi design language under Marc Lichte. The innovative store concept deliberately avoided merely showing the product. Digital exhibits, light installations and evening events with leading Audi designers made the showroom a temporary experience center.
Audi Power Wall Amid the Christmas shoppers in this city of design, the Boutique appealed to an exclusive range of buyers. Following the lead set by haute couture, visitors could configure their own customized Audi model using the “Audi Power Wall”.
Audi Brand Skin High-quality materials and faultless workmanship underscore the sophisticated character of the Boutique. The “Audi Brand Skin” runs consistently through all the rooms like a graphic, structural pattern.
Concept and design planning (HOAI LP 1-3), Submission planning (HOAI LP 4), Execution planning (HOAI LP 5), Calls to tender (HOAI LP 6/7), Supervision of production, implementation support and site supervision (HOAI LP 8), Creative lead at site supervision, Project control, Documentation