Dynamic of Balance – SCHMIDHUBER

Dynamic
of Balance

Audi in perfect balance at the Mondial de l’Automobile

Audi had a powerful, progressive presence at the 2014 Mondial de l’Automobile in Paris that consistently reflected its brand promise, »Vorsprung durch Technik«. The space and communication concept Dynamic of Balance presents two independent strengths in perfect balance with each other.

“To design the best brand experiences in the industry—that’s my personal aspiration.”

Michael Ostertag | Partnetr at SCHMIDHUBER

Powerful and progressive presence

The Ultra Structure, which is reduced to just the framework, provides the basis and symbolizes technological performance with its 28-meter projection. The counterpoint is the Body Structure – a finely polished geometric object measuring 34 meters in length, which floats above the visitors’ heads.

Lightweight construction

Inspired by the multimaterial space frame vehicle concept, the brand identity reflects a new step in the evolution of Audi’s lightweight construction expertise.

An architectural balance

Dynamic of Balance creates an architectural balance and plays with the changes in dimensions.

“For the Mondial de L’Automobile in Paris, we took Audi’s three-dimensional brand appearance to a new level. Dynamic and performance were galvanized together, making “Vorsprung durch Technik” spatially tangible.”