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