The Audi A8 as a prelude to auto­nomous driving.

Digital Experiences, Exhibition & Event, Launch Communication
New Content, New Digital, New Spaces

Time is shifting.

The Audi A8 is the first product in a new generation of models with autonomous driving capability. This also means: more time for other things. But how do you showcase this new era?

The new model was considered the prelude to the 25th Hour: the Extra Hour. This gives Audi more space to explore relevant topics like meaningfulness and a conscious approach to time. Tangibly staged by us.

During the launch event, Audi used arts and crafts performers to present various ways to reshape time. The Extra Hour was the starting point for a new era.

A design that overcomes any time problem.

The key visual, which was inspired by a clock, was translated into furniture and communication surfaces and made the time shift into a holistic experience.