Progress you can feel – SCHMIDHUBER

Innovative design concept and interactive event experience

Under the slogan “Progress you can feel,” Audi’s latest product innovations take center stage. Visitors are treated to a unique and emotionally charged showcase where they can “feel” Audi’s sense of progressivity. The “Progress you can feel” concept focuses on creating a platform for communication with the theme of sustainability running consistently throughout.

A communicative tone

Audi’s brand presence design at the IAA Mobility 2023 is characterized by an open architecture which sets a communicative tone and prompts discussion. Even before entering the building, visitors are greeted by an electric vehicle line-up. From here, they move into the pavilion and enter the brand world—where they are welcomed by a powerful mission statement. Large-format LED worlds have been incorporated at the front of the exhibition, allowing the latest Audi content to be communicated with impact. And it is here that Audi’s innovation in the areas of sustainability and change are most evident.

“The design concept bridges the gap between the high standards that a premium brand sets today and the values that Audi embodies in terms of sustainability and circularity. This combined with innovative design, captivating visitor interactions, and a noticeably sustainable approach, makes the Audi appearance at this year’s IAA Mobility an unforgettable experience for all visitors.”

Michael Ostertag | Partner und Chief Creative Officer at SCHMIDHUBER

Audi's four brand pillars

Inside the exhibition area, Audi’s four brand pillars—sustainability, digitalization, performance, and design—are spotlighted using the large space for increased drama. A particular highlight is Audi’s activesphere concept car, which stands on display for all to see throughout the event. A multifaceted program, with numerous interactive exhibits including test drives through Munich, invites visitors to engage with Audi’s progress.

Sustainability

Sustainability plays a fundamental role in the design of the Audi exhibition at the IAA Mobility 2023. The inclusion of simple, reusable, and recyclable materials, as well as the incorporation of wooden modules in the facade, aligns to the company’s aspiration to make individual mobility greener and more future-oriented. In addition, furniture and containers have been rented in keeping with SCHMIDHUBER’s own commitment to sustainability. And there is a premium element in every tiny detail.