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At the IAA 2019, Audi takes visitors on a journey through current and future concepts of sustainable mobility at Audi. Under the event slogan »Discover your freedom« they’ve staged a journey into the future of the Audi brand space. No matter where a visitor is on the stand, they experience the Audi definition of mobility—perfectly designed, individualized to the customer, and the promise of a new sense of freedom (enabled by new technologies such as autonomous driving). And this is exactly where the Audi exhibition space takes its design inspiration from. Via social media plug-ins, visitors are transformed into explorers and communicators.

This Instagram story was shot by Dojo Filmhouse. The shop windows and the social media interactions (AR Experience) were designed by us. The short film shows the mechanics behind it.

Architecturally and thematically, Audi ensures that future themes and visionary highlights take center stage on the exhibition stand. This includes the premiere of the offroad vehicle Audi AI:TRAIL, which completes the quartet of concept cars. Not forgetting the presentation of the Audi e-tron. The architecture, media displays, exhibits and motion pictures are coordinated perfectly together. Transitions between materials and forms, visuals in the motion pictures and graphics are fluid. With the new architectural concept, it’s not only about directing streams of visitors, but providing perspective and stimulus. In this way, we increase the time and quality of the visit, and above all, the interaction rate with the brand.

Huge-scale product display windows captivate visitors and turn them into discoverers and communicators!

This Instagram story was shot by Dojo Filmhouse. The shop windows and the social media interactions (AR Experience) were designed by us. The short film shows the mechanics behind it.

Of course, Audi knows that the potential reach of its stand extends further than its impressive futuristic core. So what better way to get engagement levels up then turn visitors into messengers as explorers and communicators? On either side of the stand, huge-scale product display windows act as eyecatchers—drawing visitors into the stand and into their spell. Behind them, the vehicles are authentically staged in their various worlds—tempting visitors to take photos and share them on their channel of choice.

»The Audi shop windows offer us a first glimpse into how experiential platforms will start to change,« explains Johannes Plass, CEO and Founder of MUTABOR.

»We no longer develop trade show stands based on the typical customer journey. Instead we position touchpoints along the way that might trigger online social interaction. The customer isn’t there just to find out about new products. They are also there to absorb information in all senses of the word. And share it if they want.«