At the 2017 dealer meeting in Cannes about 3,500 visitors from 112 nations met together. The message to the dealers was: Now, every Audi is more than just a car. The smallest chips make them intelligent. Audi is the forerunner of such AI technology – and is defining the future of automobiles. In Cannes MUTABOR’s unit Identity Experience was commissioned to make this claim into an experience. The question was posed: How can you convey to dealers the bundled intelligence of an entire brand? And how can that be made into an experience that helps dealers, who engage directly with customers, to internalize the vision and ambition of the Audi brand?
To make Audi AI into a bold experience, the dealers were guided into the epicenter of Audi AI: Into the server room. Since the chip bundles together the intelligence of a car, a whole room was then necessary for the Audi brand. A room that is as teachable as any single car. That’s why the entire setup consisted of a versatile server room implemented in Hangar 16 at the Mandelieu Airport. It interconnected the exhibit’s themes and, at the same time, was a medial stage for the highlight of the dealer event: An impressive product show.
“Audi is learning” was the key message of the show. What that meant was conveyed to the audience with different product worlds. The show visualized the learning ability of intelligent cars through data streams. For each chapter a new data tunnel opened and the audience submerged deeper and deeper into the Audi Intelligence. By the end, it was clear for everyone: The future belongs to Audi. The brand strategic content, in connection with futuristic automobile models, were presented on a total of 1930 m². An all-encompassing room concept connected the stage area of 597 m² with an exhibit surface size of 940 m².
Audi AI was the foundational and overarching theme for the concept of the entire room architecture and the show setup. The observer could see through the wings into the server room behind the façade of Audi AI, allowing a glimpse into the inner brand.
Performance unleashed For the racing machine Audi RS3 LMS an unbridled, unleashed power was staged. It was the “igniting” moment for the Audi Sport chapter of the show.
Audi e-tron Sportback concept embodies the step towards electric mobility at Audi. The theme was brought to life in the film set consisting of charged particles. Innovative lights technologies of the concept automobile stood at the center of this chapter of the show.
Conception creation, event communication, set design, film production, directing, motion design, scenography, show concept creation, show production, show presenter briefing, graphic design, experience design
Concept and design planning (HOAI LP 1-3)