In 2015, the Audi Dealer Meeting was held in Barcelona. Around 3,400 dealers were invited not only to get to know the latest products but also to learn about the future strategy of the Audi brand. MUTABOR’s Identity Experience division was given the task of designing an impressive show setting for this. The aim of the presentation was to explain Audi’s technical and programmatic future path in a way that would truly impress.
The center of the show concept was the interface between humans and technology: Artificial Intelligence. The audience looked into a digital cosmos from their front-row seats. The impressive view into the future of Audi focused from above on the vehicles moving in time with the films being shown on a giant screen. The visionary images turned the future of the Audi products into an integrated audiovisual experience.
Visitors were guided through the brand show by a unique presenter: “AI” in a personified form, as a symbiosis of humans and technology. The technological skills and positioning of the products were conveyed through the films, in which the vehicles were the actors who fitted harmoniously into the presentation. In this way a show way created that blended reality and the virtual world together, providing the perfect setting for the brand’s future strategy.
Conception, Scenography, Show production, Film production, Motion design, Event communication, Direction
Concept and design planning (HOAI LP 1-3)