The Cloud

The Audi Cloud

Interactive presentation at the Motor Show in Paris

Digitalisation and networking are having a lasting impact on mobility. Now SCHMIDHUBER is reflecting this in its trade show stands at the Paris Motor Show, creating the first completely digital interactive exhibition space for the world premières of the Audi Q5 and the Audi RS 3 Limousine.

Interactive
Mediatecture

The stand’s architectural framework is provided by “the cloud”, a ceiling construction developed by SCHMIDHUBER and comprising 220 elements that can play various media. The elements are modular cube constructions with media-ready surfaces. Joining together these cubes creates the stand’s roof and exhibition areas, forming its “mediatecture” piece by piece.

The entire stand basically consists of a single, floating digital cloud.

Michael Günther | Associate Partner at SCHMIDHUBER

The main challenges during the planning and implementation phases were setting up the approximately 7,000 processed LED tiles, and, in particular, achieving the interplay of all the different media. The stand is designed as a modular system so that it can be used again, making it a long-term, sustainable option.

Digital
Touchpoints

Playing media on the surfaces of these elements brings “the cloud” to life. Visible data streams are created right next to the products on display, showing how the vehicles are networked.

In addition, “the cloud” displays various touchpoints that allow visitors to generate tailor-made data from “the cloud” and receive it on their smartphones.

Contact transfer of room and car

The Audi exclusive Lounge is an integral part of the brand presence and for invited guests. Exclusive prototypes are created here in the room staging and a special design highlight surprises at every trade show.