Changing Perspectives – SCHMIDHUBER

A change of perspective

‘Vorsprung durch Technik’ in a diverse, emotional and sustainable way

On the main concourse of the Frankfurt Motor Show, Audi invites visitors to look at mobility from a new point of view: a “Hanging City” inspires fresh perspectives and allows visitors to encounter the varied demands on future mobility, as well as Audi’s innovative technical solutions.

The Audi pavilion with its “hanging city” created a walkable story. Where streets crisscross through themed worlds and conversations take place on city squares.

Michael Ostertag | Partner at SCHMIDHUBER

A floating cube

Audi presented their first free-standing temporary building on the central concourse of the Frankfurt Motor Show in 2011. In contrast to this free-form and dynamic design, the 2013 model is starkly geometric.

A 4m-high mirrored band surrounds the ground floor of the building, creating the illusion that the building is floating in the air. This carries the theme of the exhibition “The Hanging City” outside the building itself. Visitors enter the structure through raised bridges.

The hanging city

Inside, a futuristic urban world opens up, from an unusual perspective: The city – the symbol of mobile, urban living – is upside down!

The city has always provided the backdrop for stimulating discussion and fresh ideas. And the Audi “hanging city” is no exception—offering the perfect platform to respond to the needs of individual urban mobility.

Michael Ostertag | Partner at SCHMIDHUBER

Virtual Worlds

“The Hanging City” is illuminated by detailed projected images and a total of 11.2 million LED pixels, bring a broad range of urban scenarios to life; districts, streets and open squares hang above the heads of the visitors. Mirrors on the ceiling and the walls extend the city landscape to infinity in all directions, and play with the glittering city lights, creating a spatial drama and forming a thematic backdrop for the Audi models on display.

Architecture, media installations and mysterious lighting combine to create an impressive brand and experience world, offering visitors new perspectives on the multiplicity of tomorrow’s urban mobility solutions.