The vision: create a minimalistic, modular Audi brand space with the flexibility to be re-used at international events, and use this project to set a new benchmark in the motor show sector. The mission: embody innovation, communicate brand value and amaze visitors. Authentic, fascinating and attractive.

This was the challenge for the third generation of the International Motor Show Concept - IMC III, that will be tasked with communicating Audi’s message at small to mid-sized motor shows until 2018. SCHMIDHUBER developed a modular concept, using the TechBone as a basic component in a flexible construction kit. The individual elements can be assembled in a variety of different formations and sizes to adapt to each location’s dimensions and different requirements. From Moscow to Brussels, from Barcelona to Tokyo!