// JavaScript Document
Hamburg
Königstrasse 28
22767 Hamburg
+49 40 80 80 23-0

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

Want more MUTABOR?
Want to work for us?
Want us to work for you?

MUTABOR (lat): I’m going to change