Why

The new Audi A8 is the first product from a new model generation that enables autonomous driving. It allows future Audi drivers to concentrate on other things during the drive and gain some time. Audi calls this phenomenon the 25th hour, the beginning of the Extra Hour. So, MUTABOR’s Identity Experience unit posed the question: How can this new chronology be staged for the launch of the Audi A8?

How

The high-class target group that Audi appeals to cherishes immaterial values more than ever: sustainability, meaning and time management, all of which are the central themes of the event. Through the concept “Time Shift” the customers at the event become part of the new chronology. In this way, Audi not only highlights how the time-gaining technology works, but also offers opportunities to fill this time with something enjoyable.

What

Selected artists and caterers bring this moment to the forefront. The key visual, inspired by the clock, was translated into the furniture and onto communication areas making the Time Shift a holistic experience. In addition, time researchers and speakers were invited to fill and supplement the theme with content. Audi offered their customers the opportunity to restructure their time. The Extra Hour inaugurates the beginning of a new era.

Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017

Live the moment The catering station with crafted food and arts & crafts artists from all over Europe transported the guests into a new world, in which sensory experience and perception of the here-and-now was enhanced.

Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017
Audi AG, Launch Event Audi A8, 2017

Skills

Identity Experience
Conception creation, event communication, set design, directing scenography, show concept creation, showpresenter briefing, graphic design, exhibition design

Identity Architecture
Concept and design planning (HOAI LP 1-3), creative lead at site supervision, consultant support design phase, consultant support implementation phase