Dynamic of Balance – Audi at Mondial de l’Automobile Paris

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. 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. Dynamic of Balance creates an architectural balance and plays with the changes in dimensions. Inspired by the multimaterial space frame vehicle concept, the brand identity reflects a new step in the evolution of Audi’s lightweight construction expertise.

»My personal aspiration is to design the best brand experiences in the industry,« explained Michael Ostertag-Henning, Managing Partner at SCHMIDHUBER. «We took the three-dimensional face of the Audi brand to a new level for the Paris Motor Show. Dynamism and performance were combined to bring ›Vorsprung durch Technik‹ to life through space.«


With around 1.2 million guests, the biennial Mondial de l’Automobile in Paris is one of the most popular auto shows in the world. The 2014 event is scheduled from October 4-19. The Audi trade show exhibition is located in hall 4, booth 201.

Client: AUDI AG, Ingolstadt
Concept and architecture: SCHMIDHUBER, Munich
Concept and communication: KMS BLACKSPACE, Munich
Photographer: Andreas Keller, Altdorf