#untaggable – SCHMIDHUBER

Audi Revolut F1 Reveal

AUDI FORMEL 1
REVEAL

Start something. Stop at nothing.

What a moment. What a start. The launch of the Audi Revolut F1 marked the beginning of a new era. Architecture, atmosphere, staging – every element was part of a show that really got under your skin and gave people goosebumps all over the world.

„AUDI was buzzing with excitement...”

… such reactions do not arise by chance. They are the echo of a staged presentation that has an impact. The launch, held in the unique setting of the former combined heat and power plant in Berlin Mitte, gave guests a taste of the Audi Revolut F1 Team’s visual identity.

„Audi is making history...“

A unique corporate identity has been developed for the Audi Revolut F1 Team, featuring specific colour shades – ‘Audi Titan’ and ‘Audi Red’ – and a new typeface family. This gives the team a distinct identity, from its appearance at the racetrack to its presence on social media, whilst keeping it unmistakably Audi.

„Best car reveal this year already...“

Audi’s presence was palpable in this special venue. The Heizkraftwerk was buzzing with excitement – featuring an immersive show, an exhibition of historic Audi racing cars, and the most powerful Audi production car – the Audi RS e-tron GT performance, which, with 925 PS, is almost as powerful as the Audi R26 from Formula 1.

The new team kit and drivers’ overalls were also unveiled in Berlin, which the two Audi drivers, Gabriel Bortoleto (Brazil) and Nico Hülkenberg (Germany), will wear when they take to the grid in the 2026 season. The team’s accompanying fan collection will be available from February 2026 on the team’s website and from adidas.

Fotos und Film © AUDI AG

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Feel Audi

Feel Audi at the IAA mobility

In an increasingly complex world, Audi is uncompromisingly committed to clarity. This idea will be visible at the IAA Mobility 2025 with the immersive installation ‘Feel Audi,’ which reflects a new design philosophy. Besides a new design for future models, the philosophy also represents the next milestone in the company’s transformation.

A tribute to Audi's history.

Audi does not simply showcase vehicles, but rather the essence of the brand – condensed into attitude and future vision. This is not a traditional trade fair appearance, but a new form of brand presentation. Architecture becomes communication.

Space becomes language. A journey from iconic moments of the past to the clarity of today. Minimalism not as a stylistic device, but as a principle.

You can't describe Audi with words.

The Audi Pavilion presents the boldest ideas in Audi’s history and, at the same time, the next big step: the Audi Concept C. A manifesto of the new design language – visible in the vehicle and in the stand concept.

The result: an immersive visitor experience and a powerful statement for the future.

„Our new portfolio and design language mark the next steps in the company’s continuing evolution. By focusing on what truly matters – across products, processes, and structures – we’re creating space for innovation.”

Gernot Döllner | Audi CEO

Photos © Antonis Hadjimichael, London

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Audi Brand in Space Guideline

Audi takes a clear stand for progress. With a high degree of flexibility and bold use of key elements, its progressive premium attitude is visible across all channels. The Audi CI Portal is a direct, straightforward way to approach the Audi brand from a design perspective. It is a living style guide that is continuously expanded across touchpoints.

Everything that Audi’s marketing department plans and implements in space is also regulated in the CI Portal. This is how the Audi Brand in Space Guideline came about – in a very close partnership between Audi and SCHMIDHUBER, characterised by many years of collaboration. We have now implemented it many times – and look proudly to Wolfsburg, Vienna, Tokyo and many other locations around the globe!

Progress you can feel

The Audi Brand in Space Guideline embodies the brand attitude of ‘Progressive Premium’ from start to finish. The design of every Audi brand space worldwide is based on three core parameters: minimalistic, clear and human-centric.

“Clear, tidy and no frills: We focus on the essential elements.”

REDUCED

Audi’s interior design is characterised by a minimalist design language. This allows us to focus on the messages we want to convey to visitors. Views and paths are guided in a subtle yet targeted manner, without restricting freedom of movement or dictating how visitors move through the space.

Audi House of Progress – IAA mobility 2025

Photos © Antonis Hadjimichael, London

“The Audi brand space is staged clearly and unambiguously: The rings should be placed so that they are recognisable to the visitor from all important angles.”

CLEAR

“Progressive Premium” is reflected in the spatial and physical brand experience we provide our visitors with. In terms of brand messaging, this means communicating the essentials clearly instead of overloading the space with content.

Audi House of Progress – Markenpavillon in Wolfsburg

Photo © Raphael Olivier

“The Audi brand space is set up to deliver on the visitors’ need for a real brand experience. Progressive Premium forms the basis of every design element and creates a high-end, inviting atmosphere.”

HUMAN CENTRIC

In our brand space, it translates into clear and open areas where visitors can feel welcome, enjoy spending time and interact with the brand naturally.

Audi House of Progress in Wien

Photo © F.List GmbH

Photos © AUDI AG, unless otherwise specified.

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Inspired by Future. Driven by Technology.

AUMOVIO is more than just a new name. It’s the dawn of a new era. An independent brand that rethinks future technologies – and will bring them to life for the first time at IAA Mobility 2025. It’s not a typical trade fair appearance. But a three-dimensional brand statement. A clear brand identity in space – visible, tangible, confident.

“Logo, color gradient, LED lighting: everything here is in motion. Everything speaks AUMOVIO. With this presentation, we can set up our client as a dynamic, young brand – in flux, constantly evolving, ready for the next step. A great success.”

Martin Wiedenmann | Associate Partner SCHMIDHUBER

Ready when you are.

The ‘Boulevard of Inspiration’ becomes the main axis of the presentation. Key visuals, technologies and narratives converge to form a walk-in vision of the future. The focus is on the Adaptive Vehicle – a sculptural show car and projection surface for the brand.

The result is a next-generation technology park with a modular structure, scalable content and space for exchange: Future Café, Partnership Lounge, Gate to Future Mobility.

Fotos © SCHMIDHUBER

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Go for Solution P

We didn’t just come up with one campaign for Palfinger – we summed up a whole new way of thinking: from machine builder to solution provider. Solution P turned into an international brand and communication campaign that links strategy, content and space – as a vision for the future you can physically experience.

From brand to movement

As the lead agency, we were responsible for the brand strategy, campaign structure, messaging and creative concept – integrated across all touchpoints. Solution P was developed as a global narrative and unfolds its full potential at the most emotional interfaces between brand, product and people.

Campaign becomes space

BAUMA 2025 is the highlight so far: Solution P became a platform for innovation, exchange and presentation. In a modular, reusable environment, the campaign turned into space – immersive, multimedia, international.

‘We created physical communication. We didn’t just define a message – we also created the right space for it.’

Armin Schlamp | Director Global Marketing & Communication, PALFINGER AG

Photos © SCHMIDHUBER

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Next Level Vaillant

NEXT LEVEL VAILLANT

At ISH 2025, Vaillant presented itself not only as a premium supplier of heating and energy systems, but also as a progressive partner in the energy transition. “Next Level Vaillant” transformed the trade fair appearance into a systemic brand experience – spatially, conceptually, and communicatively.

Making complexity tangible.

Architecture, interaction, and communication merge into a systemic statement. Colours, guidance systems, open structures, modular solution islands, and a kinetic sculpture in the centre make complexity spatially tangible. This creates orientation through design.

The stage in the center is the 360°-visible point of reference, opening up the space to thematic islands, exhibits, and dialogue zones. A sculptural figure translates movement, change, and energy flow into form, light, and rhythm.

„Es ist Zeit für uns als führender Hersteller ein Statement abzusetzen. Für Klimaneutralität und Energieeffizienz.

Mit unserem Next Level Beratungsansatz begegnen wir unseren Besucher:innen auf Augenhöhe und zeigen verständlich das “Mehr” von Vaillant: Partnerschaft, Innovation – und der Mut, neue Wege zu gehen.”

Daniel Jäger | Team Leader Live Experience bei Vaillant

Creating change.

Climate crisis, resource scarcity, social change: Vaillant is responding to this challenge with solutions that make a difference. And at ISH, it is demonstrating how attitude translates into design.

During the creative process for the brand presentation, we consistently pursued one goal: experience instead of explanation! Each product is embedded in an application-specific usage scenario. Information only appears where it creates real added value. Interactive tables, energy flow walls, and systemically designed exhibits convey functionality without excessive text.

A space for genuine connection.

To enable genuine encounters, there are no zones, no product boundaries, and no prescribed routing. Next Level is the unifying idea—not the one that divides. The integrated talk format with moderator Amiaz Habtu enables knowledge transfer in real time—and positions Vaillant as a driving force in industry discourse.

Photos © Julia Laatsch

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You Win!

Trumpf at the EuroBLECH 2024

Trumpf is so much more than just machinery: The company offers solutions that create real value. And at EuroBLECH, visitors could experience the company’s extensive system of software, services, and smart factory solutions — live.

Next-level machines. Next-level processes. Next-level experience.

Maximize Performance

Under the banner, ‘Maximize Performance,’ the highlight showcase demonstrated how to unlock the benefits of a Smart Factory across the entire value chain — from initial order across the entire process lifecycle to smart solutions.

The production “lane” running the entire length of the exhibition stand was symbolic of the quick and efficient production line that customers, themselves, can easily achieve. That’s smart from start to finish.

Picture and Video © Trumpf SE & Co. KG

You win!

Next-level machines. Next-level processes. Next-level automation.

Trumpf knows what it does best: The company makes high-precision, production technology that’s connected, efficient, and future-ready. With a 360-brand campaign that positioned Trump as an indispensable player in the industry — we worked hard to take that message to market.

Fotos © Olaf Becker

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There is no place #LikeABosch

There is no Place #LikeABosch

Bosch at the IFA 2024

At the IFA 2024, Bosch positioned itself in a completely new light. And presented its complete product range under one roof: Home Appliances, Powertools, Sensortech, eBike Systems, and Home Comfort — altogether.

Welcome home.

Under the banner ‘Welcome Home,’ we staged the full product portfolio amidst an iconographic brand world. Welcome Home. Welcome to Bosch!

“Real experiences are the magic ingredient in an increasingly digital cuisine. I could see that all the visitors to our BSH Home Appliances Group Hall left having had very personal encounters with our brand and with a smile on their faces. I’m delighted to read the stories on LinkedIn and other platforms — it makes me incredibly proud.”

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

A brand you can touch and feel

Perfectly staged, as if at a crossroads between the various product areas, stood a rotating icon signposting the way to the five Bosch meta themes of Sustainability, Health, Protection, Durability, and Stress-Free Living. Visitors were able to experience the Bosch product portfolio like never before — interacting closely with the brand and its personality.

Seamless Content Journey

The journey to great content began weeks in advance of the IFA with various food influencers and lifestyle gurus visiting the Bosch Home at Lake Tegernsee to test new products.

A selection of personalities then appeared at the IFA itself: Sally from sallyswelt, Aysen from aysens.kitchen, and Kevin from kevin.von.holt_official shared their stories both live and streamed — flying the flag for seamless cross-channel communications.

That’s how you empower a brand like Bosch to reach its audience: Come up with a concept that can be easily amplified across analog, digital, and hybrid media — to reach users the world over.

The pull factor: Live shows at their best

There’s no doubt that the highpoint of the IFA 2024 was its live performances given by authentic content creators. With her sustainable recipes, things literally hotted up in the show kitchen with chef Sally — igniting the brand’s core values in a real-life cooking environment.

If it hadn’t made an impression yet, the spectacular set up for the finale of “Germany cooks” (Deutschland Kocht) gave the brand a powerful chance to shine. Its message, ‘Welcome Home,’ making an emotional appeal. With over 215,000 visitors, 40 million organic views, and countless posts in just 19 days, it’s very clear: There’s no place like a BOSCH!

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Play. Watch. Listen. Create.

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Say hi to Intelligence.

Siemens at the IFA 2024

215,000 visitors, 40 million social media impressions, a packed events hall, and ecstatic fans — this can only be Siemens at the IFA. For five days the brand hosted an immersive 360 experience designed to blur the boundaries between technology and design, provide a seamless content journey with intelligent touchpoints, and generally stimulate all the senses.

Under the slogan ‘Say hi to Intelligence,’ Siemens once again showed that the kitchen of the future is smart, connected, and within reach.

Say hi to intelligent cooking.

Artificial intelligence has featured in everyday life for a long time now – and our home is no exception. The Siemens’ smart product range makes life easier and more efficient. Visitors had the opportunity to immerse themselves in the Siemens brand via a range of interactive user touchpoints spanning; cooking, cooling, dishcare, laundry care, and coffee indulgence.

The highlight of the trade show was the intelligent oven, that recognizes what’s cooking within it. Here, future meets now.

Say hi to intelligent dishcare.

Say hi to intelligent laundry care.

Say hi to intelligent cooling.

Digital reach through live performances

Star chef Alexander Kumptner and breadfluencer Jo Semola demonstrated, live, how modern technology is shaping the taste of the future. Countless posts ‘from Berlin to the outside world’ showed, more clearly than ever, how effective holistic brand communication can be.

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BSH Headquarter Schweiz

BSH headquarters exudes sustainable corporate culture

A new office concept for the future of work: BSH wanted to transform its headquarters in Geroldswill into a center for collaborative engagement. A place where employees can adapt room usage to their specific needs and preferences — and enjoy a sense of personal well-being.

People — Process — Places

In an era defined by constant change, the employee experience counts big. Spaces that promote collaboration, the sharing of ideas, and the development of human-centric solutions aren’t important — they’re essential components of a New Work culture.

New Work is so much more than just interior design. In an ideal environment, ‘People and Process’ work in perfect synergy with ‘Places.’ This demands a holistic approach to design that incorporates a fundamental understanding of individual and collective dynamics. An approach that enables flexibility through modular space conceptualization, and the zoning of private and shared areas — under the umbrella of a thriving community.

“For our office build in Geroldswil, near Zurich, we wanted to create an environment that would be sustainable and efficient, and also promote the health and well-being of all our employees. The integrated concept comprising sustainability, reusability, freedom from allergens, and ecological building materials reflects our commitment to creating modern workspaces that are both ecologically responsible and health-promoting.”

Nicole Gietz-Haslinger | Managing Partner bei Schmidhuber Future Work

Brand as a beacon

From the ground up, the BSH brand holds the concept in place. Here, spatial communication fosters a sense of belonging and community. Large and small areas with distinctive communication objectives seek to promote employee empowerment, chance encounters, and innovative spirit.

Open plan

On a functional level, the office concept puts particular emphasis on coziness, with acoustic ceilings and customized lighting creating the right ambience. The aim of the design is to ensure that all employees feel comfortable and undisturbed, despite the open plan layout.

There’s no denying that BSH Hausgeräte AG in Geroldswil has raised the bar for contemporary office design. Here, sustainability, employee experience, and innovative spirit unite for a better working tomorrow.

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AUDI FORMEL 1 REVEAL

„AUDI was buzzing with excitement...”

„Audi is making history...“

„Best car reveal this year already...“

Fotos und Film © AUDI AG

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Feel Audi at the IAA mobility

A tribute to Audi's history.

You can't describe Audi with words.

Gernot Döllner | Audi CEO

Photos © Antonis Hadjimichael, London

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Progress you can feel

REDUCED

Photos © Antonis Hadjimichael, London

CLEAR

Photo © Raphael Olivier

HUMAN CENTRIC

Photo © F.List GmbH

Photos © AUDI AG, unless otherwise specified.

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Inspired by Future. Driven by Technology.

Martin Wiedenmann | Associate Partner SCHMIDHUBER

Ready when you are.

Fotos © SCHMIDHUBER

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From brand to movement

Campaign becomes space

Armin Schlamp | Director Global Marketing & Communication, PALFINGER AG

Photos © SCHMIDHUBER

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NEXT LEVEL VAILLANT

Making complexity tangible.

Daniel Jäger | Team Leader Live Experience bei Vaillant

Creating change.

A space for genuine connection.

Photos © Julia Laatsch

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You Win!

Maximize Performance

You win!

Fotos © Olaf Becker

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There is no Place #LikeABosch

Welcome home.

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

A brand you can touch and feel

Seamless Content Journey

The pull factor: Live shows at their best

Fotos © Jörg Hempel, Aachen

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Say hi to Intelligence.

Say hi to intelligent cooking.

Say hi to intelligent dishcare.

Say hi to intelligent laundry care.

Say hi to intelligent cooling.

Digital reach through live performances

Fotos © Jörg Hempel, Aachen

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BSH headquarters exudes sustainable corporate culture

People — Process — Places

Nicole Gietz-Haslinger | Managing Partner bei Schmidhuber Future Work

Brand as a beacon

Open plan

Fotos © David Biedert

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AUDI FORMEL 1
REVEAL

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