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From Experience Drive to Driving Experience

Audi, CES Las Vegas, 2018

Why

Mobility continues to develop in all sectors – and not only are the demands on driving itself increasing, but also the demands on the multi-media experiences during the journey. Audi is taking on this challenge and showcasing the future of in-car entertainment at the CES in Las Vegas. Our task was to create a suitable brand image for the motto »From Driving Experience to Experience Drive«.

How

Entertainment was the clear focus, and that’s precisely what we translated into the floor plan: »The Gradient«. Literally and architecturally a gradual incline. A spiral, walkable transition from today to tomorrow. On four levels, visitors discovered the latest in-car entertainment technologies. Framed by MEGA LEDs, the stand itself became an immersive entertainment experience.

What

750 sqm of striking architecture and an unequivocal lighting signature naturally drew a host of visitors. The Fishbowl Centre, resulting from the spiral-shaped architecture, served as a stage for Future Talks by experts. All levels of the Gradient formed the Tech Talk Auditorium. This trade fair architecture put its focus on customers, just like Audi does.

Level 0

Stage

  • Radial meetingpoint
  • Press events
  • Tech Talks
  • Dialogue

Level 1

Now

  • MyAudi
  • MMI Connect

Level 1

Now

  • MyAudi
  • MMI Connect

Level 2

Today

  • e-tron charging
  • Mirrorcam

Level 2

Today

  • e-tron charging
  • Mirrorcam

Level 3

Tomorrow

  • Immersive in-car entertainment

Level 3

Tomorrow

  • Immersive in-car entertainment

Level 4

Vision

  • 25th hour
  • Alcon

Level 4

Vision

  • 25th hour
  • Alcon

Skills

Konzeption, Interactive Design, Motion Design, Szenografie, Grafikdesign, Messedesign, Experience Design, LED Installation

Credits

Geisel Bathke Architekten