»Dynamic of Balance« – Audi introduces new brand space concept at 2014 Paris Motor Show

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 company once again relied on the brand experience expertise of SCHMIDHUBER and KMS BLACKSPACE to translate its brand messages into three dimensions.

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.

The focus of the booth was the highlight stage with the Audi TT Sportback concept show car, new A6 and new TT Roadster – framed by a large-scale LED display. The connection between electromobility in motorsports and Audi series is shown with the display of this year’s Le Mans winner, the R18 e-tron quattro, along with the A3 e-tron and drive train exhibition. The catering lounge is inspired by a French bistro: The walls are covered with black chalkboards and mirrors, featuring sketched designs that appear to be drawn in white chalk.

»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.«

»Every Audi trade show exhibition focuses on a main communicative theme as the core of the spatial and communicative approach. Paris represents the continuation of this concept. Audi is a leader in uniting efficiency and dynamic performance. The cohesive symbiosis of the two shapes the image of the Paris trade show booth, which is reflected in the new TT and A6,« described Michael Keller, Managing Partner KMS BLACKSPACE.


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