The Audi Ultrastore in Bikini Berlin

»Shop different« - Bikini Berlin is a shopping mall with a difference. This so-called concept mall is designed to provide novel shopping experiences for the urban society of the future. Right in the heart of the buzzing German capital, this post-modern take on a shopping mall is a mix of carefully chosen and harmonically arranged boutiques, concept stores and flagship stores. And in the center of everything is the Audi Ultrastore.

Technological performance with invisible efficiency – that’s the concept behind Audi Ultra. To create the space for this message, SCHMIDHUBER designed a fully scalable brand space made of intricate, branching aluminum. It’s both an organically connected lightweight construction and a sculpture, and it acts as the backdrop for solid structures made of powder-coated sheet aluminum from the Audi Sport collection. The Audi Ultrastore once again translates Audi’s key message into a three-dimensional brand experience, and it demonstrates how Audi are pushing the envelope in combining lightweight construction processes with maximum efficiency.

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The Audi Ultrastore opens in one of the 19 flexible BIKINI Berlin Boxes on 20 February 2015. This exciting event is the first time Audi have used a pop-up store to present themselves to the public, and with SCHMIDHUBER’s minimalistic design, the Audi Ultrastore allows customers to experience a maximized brand experience, in person.