Messedesign Jahrbuch 2002 /2003, avedition

Audi NAIAS 2002, Lamborghini IAA 2001

Straight rules
After the complex architecture of the "Ioop" stand in 1999 Audi wanted to try a different approach which would focus on modularity and movement. The designers came up with a set of opposites: straight lines for curves, openness where there had been closure. At first sight the stand seems to be a plain rectangle with cars on it and a few vertical panels, with a two-tier hospitality suite with cream transIucent walls set at one end. But if you wait, some of the vertical panels move. Not only do the images on them change and develop (since they are in fact five-metre high LED screens), but the panels themselves drift slowly up and down tracks in the stand, changing the views and perspectives as they do so, revealing different cars and groups of cars. Putting motion on the stand transforms a simple solution into an elegant and original one. (...)

Out of the void
Magical tricks have become commonplace, these days. Films like the Lord of the Rings, or even the awful Harry Potter, have exploited high-end digital effects to make monsters and speils, transformations and sudden transports such everyday events that we criticise the details of rather than being surprised or moved. So jaded are we that a film that uses special effects sparingly and subtly, such as the recent Amelie, generates far more interest and excitement.(...)